Industry
Culture & Arts
Client
Frieze
Transforming a Premier Art Fair into a Digital-First Experience
Through strategic digital transformation and organisational restructuring, we helped Frieze develop and monetise a new digital proposition that became an integral part of their offering, ensuring long-term sustainability in a rapidly changing art market.
Key Challenges
Despite their position as a leading high-end art fair and successful media business, Frieze found themselves at a crucial turning point. Their traditional VIP buyer base was aging out, and their initial attempts at digital transformation had left them burnt out and uncertain about the path forward. The pressure to innovate was further accelerated by lockdown restrictions, exposing the limitations of their traditional business model.
No internal technology function or digital expertise
Lack of market comparables or data to guide digital strategy
Burnt-out team after initial digital product attempts
Need to maintain premium brand positioning while innovating
Uncertainty about monetisation models in digital space
Initial Situation:
Zero digital product offering
No technology team or infrastructure
Limited data capabilities
Traditional revenue streams only
Discovery Phase: Finding the Path Forward
We began by conducting a comprehensive analysis of Frieze's business model, audience segments, and digital capabilities to identify opportunities for transformation.
Hidden Value in User Segments
Traditional VIP buyers weren't the only valuable audience
Different user groups had distinct digital needs and expectations
Opportunity to create multiple value propositions
Organisational Readiness
Need for comprehensive technology function
Data infrastructure requirements
Skills gap in key digital areas
Game-Changing Insight
Digital proposition needed to enhance rather than replace physical experience
Opportunity to create new revenue streams through digital offerings
Potential to reach and engage new audience segments
Our Approach: From Insight to Implementation
We developed a comprehensive transformation strategy that addressed both the technical and organisational aspects of digital innovation.
Product Development
Built full-stack technology team
Designed and developed novel digital tools
Created integrated physical-digital experience
Organisational Transformation
Established new digital business unit
Implemented data infrastructure
Developed internal digital capabilities
Monetisation Strategy
Tested multiple B2B and B2C models
Identified sustainable revenue streams
Created scalable pricing structure
