Wheely Becomes Official VIP Chauffeur Partner of Frieze Across Global Art Fairs

Luxury transportation and contemporary art are converging in a major new collaboration as Wheely has officially been named the Official VIP Chauffeur Partner of Frieze across several of its leading international fairs. The landmark multi year partnership signals a new era for premium ground transportation at some of the world’s most influential cultural events, bringing together two brands recognized for precision, discretion, and elevated guest experiences.

The agreement will see Wheely provide exclusive black car and chauffeur driven services for collectors, artists, VIP guests, and global attendees during Frieze events in New York and London throughout 2026, with Los Angeles expected to follow once Wheely officially establishes operations in the city. The partnership launches during Frieze New York, taking place from May 13 through May 17, one of the most significant contemporary art fairs in North America.

The collaboration arrives at a strategic moment for Wheely as the Swiss founded British luxury ride hailing company continues its international expansion following its recent launch in New York City. Known for delivering high end chauffeur experiences across London, Paris, and Dubai, Wheely has built a reputation around discretion, hospitality, and personalized service standards that align naturally with the expectations of Frieze’s elite global audience.

Visitors attending Frieze events will gain access to exclusive pickup and drop off points while enjoying the company’s signature chauffeur experience, which has become increasingly recognized within luxury hospitality circles. The partnership also reflects how premium transportation has evolved into an essential extension of the overall guest journey at world class events, especially for collectors and cultural figures navigating packed schedules during international art weeks.

Wheely’s chauffeurs undergo specialized training through the company’s in house Chauffeur Academy, where drivers are instructed in etiquette, situational awareness, and confidentiality. Chauffeurs are also bound by nondisclosure agreements, creating an added layer of privacy for high profile clients, art collectors, and executives who require complete discretion while traveling between fairs, private dinners, gallery openings, and institutional visits.

According to Laura Penfold, the collaboration reflects growing expectations around seamless luxury experiences beyond exhibition halls. She explained that collectors, artists, and cultural guests increasingly expect elevated service at every stage of their journey, including transportation. Penfold also emphasized that Wheely’s recent New York launch makes Frieze an important cultural milestone for the company in the city.

From Frieze’s perspective, the partnership is designed to enhance mobility during one of the busiest weeks in the global art calendar. Emily Glazebrook highlighted how Frieze Week takes visitors across the city to fairs, gallery exhibitions, openings, and museum events, making premium transportation an invaluable part of the experience.

The launch of the partnership at Frieze New York places Wheely at the center of a major international gathering of artists and galleries. This year’s fair includes presentations by artists such as Virginia Jaramillo, Akinsanya Kambon, and Kelly Sinnapah Mary, alongside collaborative showcases from Jonathas de Andrade and Marcelo Silveira, as well as Anas Albraehe and Nohemí Pérez.

Beyond fair transportation, Wheely continues to expand its hospitality focused offerings for luxury travelers. Its Perfect Airport Pickup service integrates real time commercial and private aviation tracking to ensure chauffeurs arrive precisely when guests land. Complimentary waiting time for airport journeys also adds another level of convenience for international visitors arriving for Frieze events.

The company additionally offers its Chauffeur For a Day service, allowing guests to reserve a dedicated chauffeur for extended periods. The service caters particularly well to collectors and VIP attendees managing multiple appointments throughout the day, whether attending gallery tours, transporting purchases, coordinating meetings, or traveling between cultural events.

Wheely’s fleet varies by city while maintaining a consistently premium standard. In New York, clients can travel in the Mercedes Benz S Class within the First category or the Cadillac Escalade ESV in Business SUV. London offerings include the Mercedes Benz E Class for Business, the Mercedes Benz S Class for First, the Mercedes Benz V Class for XL travel, and the Range Rover Long Wheelbase in SUV. In Dubai and the UAE, the fleet includes the Mercedes Benz S Class, Mercedes Benz V Class, and the ultra luxury Mercedes Maybach S Class within the Luxe category.

The Frieze partnership also reinforces Wheely’s growing presence within prestigious cultural and sporting events. The company has previously served as official chauffeur partner for iconic British events including Royal Ascot and Henley Royal Regatta, where transportation has become an integral part of the premium hospitality experience.

As luxury consumers continue prioritizing seamless and curated experiences, the Wheely Frieze partnership positions both brands at the intersection of art, culture, and modern hospitality. With Frieze attracting influential collectors and creatives from around the world, Wheely’s discreet chauffeur model appears poised to become a defining part of the international art fair experience moving forward.