During Frieze London's VIP preview day, guerrilla dealers Jack Chase and James Sundquist parked a U-Haul truck (branded CVS in London) near Regent's Park, selling T-shirts and art by Vladimir Umanetz. They were eventually asked to move by park attendants and later relocated outside Thaddaeus Ropac gallery. The duo previously launched the U-Haul Art Fair during Armory Week in New York, where artists exhibited from rental trucks.
This story matters because it highlights a growing alternative to the traditional gallery system, offering artists a low-cost, flexible platform outside major art fairs. The U-Haul model challenges the exclusivity and high barriers of the commercial art world, gaining attention for its irreverent, DIY approach and ability to generate buzz even when facing eviction.