The Moment

In the weeks leading up to Frieze London, Lucy Corban partnered with Frieze to create an Instagram Reel promoting their gallery-hopping initiatives: East End Day, West End Day, and Bloomsbury Afternoon.

Filmed across London, the video leaned into Lucy’s signature gallery-hopping, educational style that is both welcoming, accessible, and rooted in the energy of the city during one of its most important art moments.

The Reel was posted in collaboration between Lucy’s account and Frieze’s main Instagram, positioning the fair not just as an event, but as a city-wide cultural experience.

What Happened Next

• 100,000+ Organic Views in under 48 hours

The video quickly became one of the most-watched posts on Frieze’s Instagram page. Engagement was strong across shares, saves, and comments, signaling genuine audience interest in discovering galleries beyond the fair itself. All reach was fully organic - driven by timing, tone, and platform-native storytelling.

Why It Mattered

This collaboration paired Corban Media with one of the most influential art brands in the world, not just to promote Frieze, but to spotlight the wider gallery ecosystem surrounding the fair. By presenting Frieze in this way, the content emphasized community-building and accessibility, showing how high-culture institutions can reach new audiences without losing credibility. The partnership also reflected a deeper alignment, with Lucy serving on the Frieze Connect Committee, reinforcing a lasting relationship beyond a single moment.

The Takeaway

When brands trust creators to do what they do best, the results speak for themselves. By adapting a proven, high-performing content format to Frieze’s brief, Corban Media delivered organic reach, strong engagement, and cultural relevance without overproduction.

At Corban Media, we don’t just promote events. We help institutions meet audiences where they already are, and bring them closer to culture.

Frieze Connect Member Spotlight: Lucy Corban