During Frieze London's VIP preview day, guerrilla dealers Jack Chase and James Sundquist parked their U-Haul Gallery truck outside Regent's Park, selling T-shirts and art by Vladimir Umanetz. The duo, known for launching the U-Haul Art Fair during Armory Week in New York, set up a mobile exhibition inside the truck featuring Umanetz's mixed-media work O-14 (LPSVCYDH) (2025–present) and a giant image of Tina Turner. Park attendants eventually forced them to move under threat of police action, but they later relocated outside Thaddaeus Ropac's London gallery during a party for Tom Sachs.
This story matters because it highlights a growing alternative to the traditional gallery system, where artists and dealers bypass high costs and gatekeeping by using rental trucks as pop-up exhibition spaces. The U-Haul Gallery's model—agile, irreverent, and self-funded—challenges the dominance of major art fairs and mega-galleries, offering emerging artists a platform without the usual commercial pressures. It also reflects a broader trend of DIY, anti-establishment tactics in the art world, where parking tickets become framed artworks and a Gulfstream jet is joked about as the next venue.