• Partnership marks new chapter for Frieze ground transportation as Wheely becomes exclusive chauffeur partner across fairs including New York and London
• Wheely will provide guests, collectors, and artists with black car and chauffeur-driven transport to exclusive pickup and drop-off points at fairs
New York and London, May 11th, 2026: British services company Wheely today announces a landmark global partnership with Frieze, becoming the Official VIP Chauffeur Partner across several of its international fairs.
The multi-year agreement will see Wheely providing black cars and chauffeur-driven services in London and New York in 2026 and, once it is established in the city, in Los Angeles.
Wheely, the Swiss-founded British high-end ride-hailing company, will provide guests, collectors, and artists with transport to exclusive pickup and drop-off points. It will give visitors to Frieze the same consistent and discreet standards of service trusted by Wheely clients in London, Paris, and Dubai. The move comes only weeks after Wheely launched in New York City as part of its continued international expansion.
The partnership represents a significant moment for two organisations defined by curation, craft, and an uncompromising attention to quality and detail. Frieze brings together the world’s most significant galleries, artists, and collectors across four continents. Wheely delivers the same exceptional standards in each of the cities it operates – from thoughtful in-car amenities to chauffeurs trained in etiquette and discretion at its in-house Chauffeur Academy.
Wheely has already served as the official chauffeur of events in the UK including Royal Ascot and Henley Royal Regatta, with its service becoming an integral part of the hospitality experience.
The partnership launches with Frieze’s largest North American fair, Frieze New York, from May 13 to May 17. Artists with presentations this year include Virginia Jaramillo, Akinsanya Kambon and Kelly Sinnapah Mary, with major dual shows from Jonathas de Andrade and Marcelo Silveira, and Anas Albraehe and Nohemí Pérez.
Laura Penfold, Partnership Director, Wheely, said: “Collectors, artists, and guests who attend leading cultural events now expect the highest standards at every touchpoint. That expectation extends beyond the exhibition spaces, reflecting how transport has become an integral part of hospitality. We are honoured to bring Wheely’s standard of service to Frieze guests, and having recently launched in New York, this marks a natural first cultural chapter for Wheely in the city.”
Emily Glazebrook, Chief Commercial Officer, Frieze, said: “We’re delighted to partner with Wheely as Frieze’s Official VIP Chauffeur Partner at several of our international fairs, kickstarting with Frieze New York. Frieze Week takes our audience
across the whole city, from the fair to exhibitions, openings and institutional visits, so a considered service to help visitors move around the city is invaluable.”
Wheely services and classes
Wheely is the ideal fair travel partner. All its chauffeurs are trained and accredited through its in-house Chauffeur Academy, covering etiquette, situational awareness, and discretion – and they are bound by NDA, ensuring guests can be confident of complete privacy through their journey, whether to make calls or carry out work.
Wheely’s Perfect Airport Pickup integrates real-time flight tracking for commercial and private aviation, with chauffeurs greeting guests at arrivals at precisely the right time. Complimentary waiting time is included for all airport journeys, providing domestic and international travellers with peace of mind.
Members may also reserve a Chauffeur For a Day – a dedicated chauffeur for up to an entire day, available to watch over belongings, collect friends and fellow collectors, or run errands between fair visits.
In New York, the fleet features the Mercedes-Benz S-Class in First and the Cadillac Escalade ESV in Business SUV.
In London, the Mercedes-Benz E-Class features in Business, Mercedes-Benz S-Class in First, with the Mercedes-Benz V-Class in XL class, and the Range Rover Long Wheelbase in SUV.
In Dubai and UAE, First includes the Mercedes-Benz S-Class, XL features the Mercedes-Benz V-Class, and Luxe features the Mercedes-Maybach S-Class.
Frieze New York and Wheely further info
Journeys are available via the Wheely app on demand in Manhattan or for pre-book.
Selected VIP guests to Frieze New York are invited to redeem two complimentary credits, along with three months of Wheely Membership, valid until 17 May 2026.