JW Anderson turns London store into chime room for Frieze Week
Thirty wind chimes will turn a London fashion shop into a listening room this month.
Artist Cerith Wyn Evans created the 30 works specially for an exhibition at JW Anderson's store on Pimlico Road in London, ARTnews reported. The display is listed as JW Anderson x Cerith Wyn Evans and is scheduled for 15 to 21 October 2026, according to listings published by AnOther Magazine.
The show sits inside a wider Frieze Week partnership between JW Anderson, the fashion label, and American Express, the payments company. Frieze Week is the name given to a busy week of art fairs and gallery exhibitions held across London each October, organised around the Frieze fairs in Regent's Park. For that week, JW Anderson plans to use its Pimlico Road store to highlight work by U.K. artists, WWD reported.
Evans is the artist named in the reports so far. He is represented by White Cube in London, meaning the gallery handles the sale and presentation of his work. His Pimlico Road project was made for the shop itself. A wind chime, in plain terms, is a hanging object that sounds when air moves it, and thirty of them in one retail space is a dense hang.
That choice of venue changes how people will meet the work. A shop has an open door. There is no large fair hall and no ticket queue. Visitors can step in from the pavement, browse clothes and art in the same room, and hear metal and glass shift as doors open and close.
What makes this stand out is the scale in a small space. Thirty separate chimes can fill a room with overlapping sound. The sound will not stay fixed. It will alter through the day as staff move, shoppers pass and the October air comes in.
For anyone new to Frieze Week, the appeal is simple. Much of the week takes place in big, busy tents and galleries. A store show offers a quieter way in. You do not need prior knowledge of the artist or the label to get something from ringing tones in a bright room.
The practical details are straightforward. The address is the JW Anderson store on Pimlico Road in central London. The dates cover a full week in October, overlapping with the main fairs. Anyone planning to go should check opening hours with the store before travelling, as small venues can fill quickly during Frieze Week.
