Hack the Frieze Los Angeles art fair? This painter says she's done it [Los Angeles Times (CA)]
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Source: Los Angeles Times
Hack the Frieze Los Angeles art fair? This painter says she's done it Strewn across artist Gretchen Andrew’s coffee table in her downtown Los Angeles loft, little sample squares of gray and brown frieze-style carpeting serve as makeshift coasters for coffee mugs as well as conversation pieces. Frieze may be the name of the major art fair inaugurating a Los Angeles edition this weekend, but it’s also a style of carpeting. Available in a variety of drab neutrals, its signature twisted fibers are designed to obscure footprints and vacuum track marks, Andrew says, running her fingertips across the pile of one sample. Since October, Andrew has spent many hours populating websites like Quora, Pinterest, Yelp and Tumblr with her writings about frieze carpeting and images of her paintings displayed on the walls of a virtual gallery with a digitally generated frieze-covered floor. More important, Andrew has carefully optimized each post and image using basic search-engine-optimization strategi
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