STRIKING A POSE: Guests in London during Frieze Week can conjure the spirit of Andy Warhol and secure their 15 minutes of fame by posing for a Polaroid portrait by the British photographer Miles Aldridge.
Aldridge’s 15 Minutes of Fame project, which is taking place through Saturday as part of the Mount Street Neighborhood Arts Festival, allows guests to book a time slot for a quickie portrait. The project was inspired by Aldridge’s photoshoot with Elton John when the musician was named Time magazine’s 2024 Icon of the Year.
Aldridge was only allotted 15 minutes with the famous singer, and was inspired by old photo booth pictures of Warhol. It made him think that people can get comfortable even in a tight space, and with a time limit.
“The project is 50 percent taking pictures and 50 percent, I believe, making people feel great — so great that they leave the studio with a skip in their step,” Aldridge said.
The pop-up exhibition has appeared at art festivals worldwide, with more than 1,400 portraits taken.
The London pop-up is located at 62 South Audley Street, where the space has been transformed into Aldridge’s personal studio. It has the snapper’s signature orange backdrop and silly props like teacups, old telephones and funny glasses. People can even bring their pets.
Aldridge said he found the project challenging because it stretches his perfectionist tendencies to the limit. He spent 30 years as a professional photographer and is used to planning each shoot intricately. But with the pop-up, he doesn’t know who will walk into the studio or how they’ll behave in front of the camera.
“We create spontaneous, improvised portraits, and the originality never ceases to amaze me. Everyone embraces the impromptu nature of the project, acting out an iconic version of themselves,” Aldridge said.
The Mount Street festival spans art, food, culture and fashion. It takes place on Mount Street, neighboring South Audley Street and Carlos Place. Luxury brands including The Row, Simone Rocha and Jessica McCormack are among the other partners taking part in the festival.