Frieze London & Frieze Masters

Frieze London & Frieze Masters takes place at The Regent’s Park, with additional gallery openings, private viewings and events held across the city.

To arrange your drop-off or pickup, enter Frieze as your destination in the Wheely App and select which fair you are attending. You may add multiple stops to your journey, allowing you to move seamlessly between the fair, galleries, and evening engagements.

Due to increased demand during Frieze week, we recommend scheduling your journeys in advance to ensure a smooth and timely experience.

Frieze week in London rarely leaves an empty hour. The fairs give way to openings, private views and dinners across the city. With Chauffeur For a Day, available only to Wheely Members, a single car and chauffeur stay with you from the first appointment to the last.

Leave your coat in the car instead of queueing at the cloakroom. Catalogues and the smaller pieces you collect along the way stay safely in the car until you need them. Your chauffeur is waiting wherever the day leads.

Each hour includes 10 free miles, with any additional miles charged at standard fares. Wheely Members may book this service by selecting “Chauffeur For a Day” in the app.

You may also book journeys for guests not travelling in the same vehicle using our “Book for Another Person” feature. By providing your guest’s name and phone number in the app, you and your guest will receive the journey details. You may do this concurrently with your own journey booking.

In celebration of Frieze London & Frieze Masters, Wheely has partnered with French artist Guillaume Sardin to design an immersive art installation at the Wheely Pavilion.



‘The Course of the Sun’ follows the passage of the day from dawn to dusk, with the sun travelling across a sea of clouds before giving way to the moon and night. Sardin’s playful, Creole-inspired narrative brings together references from different cultures and periods, including the Egyptian scarab, the Nebra sky disc and Hittite sun disc, alongside Rwandan symbolism of the moon. At the bottom of the composition, Icarus falls from the sky, his engineered wings scattered across the scene. 

The Wheely Pavilion extends the artwork beyond the canvas into an immersive, three-dimensional experience. Situated at the entrance to The Regent’s Park, the space draws on its natural surroundings to create an intimate environment in which guests can experience the artwork while enjoying a moment of respite from the fair.