Echo Soho: The Satellite Art Fair Making London’s Frieze Week a Little More Personal
- Monica
- Oct 15
- 7 min read
Updated: Oct 16
London’s newest satellite fair, Echo Soho, opens just after Frieze’s first day and deliberately so, because it’s a fair by gallerist for gallerists, who probably all have an art-packed agenda. Founded by gallerist India Rose James of Soho Revue, the fair brings together twelve galleries in a historic townhouse, offering something smaller, slower, and more human amid the city’s biggest art week. With a focus on affordability, community, and care, Echo aims to feel less like competition and more like a conversation. Ahead of its inaugural edition, India sat down with us to talk about building an art fair to supplement her gallery and residency program. She shares the story behind the house, the magic of manageable chaos, and why she’s not giving up the dream of a purple suit.
Hi India, lovely to have you! Before we jump into the story behind Echo the art fair, can you give us a bit of backstory as a gallerist?
I had a gallery with a friend of mine under the same name many moons ago, when I was 22 years old. I didn’t have a clue what I was doing, and it eventually closed. When we reopened with the same name in 2019, it felt like something completely new. I didn’t rebrand because I liked the continuity, and the name was originally inspired by my grandfather Honestly, it’s so different now to our first iteration, that I don’t think people even made the connection, which is probably a good thing.
In the beginning it was all very ad hoc, little pop-ups wherever I could find space in Soho, mostly showing work by my friends from art school. It grew naturally into what it is now. I never trained as a gallerist; I learned most of what I know on the job. I went to art school, had a lot of artist friends, and just figured things out along the way. Now we have proper systems and processes. I know all the rules, I’m even well-versed in international tax laws, which still feels wild to say.
Learning on the job gives you something real; you experience the highs and lows directly. Sometimes I feel under-qualified, but I guess that’s natural when something that began as fun becomes your full-time job. And now a couple of years later, we have a massive townhouse in Soho, and Echo, the fair, is happening just around the corner from it.
Tell me about the space where Echo Soho will take place.
It’s a beautiful old townhouse that’s been empty for years. I took it over about three years ago for our artist-in-residence program, and it still hosts residents today, which means there will be artists from the residency in the building during the fair; we didn’t want to disrupt that ecosystem. For Echo we’re just using the ground and first floors. Altogether we have: the gallery Soho Revue, the Revue Residency, a print studio where artists make editions with us, and now the art fair: Echo Soho. It’s all connected and the same small team runs everything, there’s four of us in total and two of us work full-time. We’re slightly overworked, but it keeps us busy.
When I didn’t have the fair or the residency, I’d find myself twiddling my thumbs too much. I have ADHD, so I can’t stand downtime, I need something overwhelming me at all times. Right now it’s the perfect kind of overwhelm. Last year my associate director, Charlotte, joined, and she’s been amazing. I told her, I want to start a fair, London needs something like this. She just said, okay, let’s do it. She’s really the reason it’s all happening.
Has everything gone as planned, or have there been disasters along the way?
So far everything’s gone to plan, just the usual small hiccups, but nothing unfixable. It’s mostly admin, and learning new things as we go. We’ve never done a full fair before, so there’s been a lot of figuring things out on the spot.
What piece or presentation are you most excited about seeing?
We know all the artists, but not every single work that’s going to be on display. Each gallery sent us a few preview images, but we wanted to give them freedom, so didn’t require a full list of every single work. I know all the gallerists personally and trust them completely. They all pitched their ideas as they would for any fair, but I wouldn’t have invited anyone I didn’t believe in.
And because I’m friends with them all, I can’t pick a favorite!
You’re also offering practical support, booth photography, installation help. Can you explain more behind these services?
Yes indeed we are! Because we run a gallery, we understand what exhibitors need. We didn’t want it to be expensive or stressful, especially during Frieze week. So, we’ve arranged art handlers, booth photography, and general setup help. It’s very gallery-focused, a fair by gallerists for gallerists. And we’re being very realistic: this is a pilot. We’re trying to manage our own expectations and those of the gallerists, because who knows; what if no one shows up? I didn’t want anyone to feel it had cost them a fortune. Keeping costs low has made it easier for us and the participating gallerists to take a chance on something new.
And for visitors, how are you framing Echo Soho compared to other art fairs?
Echo is all about quality over quantity. I go to Frieze every year, and I love it, but I always leave thinking, I never want to see art again. When people walk into Echo, I want them to slow down, to actually engage with every booth and connect with what they’re seeing. Like walking down Greek Street on an opening night, you get those intimate, memorable moments instead of being overwhelmed by hundreds of works. That’s the goal, something digestible that stays with you.
Are there events running alongside your art fair?
Yes, almost every gallery’s doing something, which adds up to quite a lot, and everyone seems excited about the buzz. Most events are privately run, but on Sunday we’re hosting a public event: a curator’s tour with Sarah Green. It’s an intimate, guided walk through the booths. We decided not to organize a full talk program because we didn’t want to compete with all the major off-site talk-based events happening that week. It’s already such a packed calendar for everyone. We’d rather offer something slower and more personal.
How’s the response been so far?
Really good! After a bit of quiet time, ticket sales have gone crazy in the last couple of days, we’re over 500 sign-ups now. Tickets are £12, which feels right, enough to make people commit but not a barrier for anyone interested not to join. Adding tickets has helped better predict the turn out, from experience, even when we charge even a small amount for gallery events, turnout is much higher.
How have you approached promotion for the fair?
We’ve worked with Leighanne from Atelier PR for all things comms, she’s brilliant. We’ve done a lot through Instagram, and every exhibitor, partner, and sponsor has helped spread the word. We wanted to keep costs low, so we didn’t pay for big campaigns, but we’ve had great press coverage and strong analytics.
I love the hand-with-the-rose logo. Who designed it?
Leighanne introduced me to the designer who did her own branding, and he created ours too. He completely got the vibe, a mix of softness and edge.
And how are you feeling right now? Are you excited? Nervous? Both?
Both. It’s our first edition, I’m thrilled but also slightly terrified. Also: I don’t have my outfit yet!
What are your plans for your outfit for the big day?
I wanted a purple suit. I’ve been looking everywhere, but no success yet. I don’t want to wear a dress, I’m more of a jeans-and-jumper person. There’s this one jumper I am wearing today, that I like and now own in fifteen colors. It’s my ADHD uniform, repetition equals calm. Unfortunately, they don’t make it in purple yet…
What will determine if you do Echo again next year?
We’ve already decided to do it! Doing it once would feel like unfinished business. Echo 2 is already in motion, and we’ll start planning earlier now that we know the process. For Echo 3, I’d love to find a bigger space, that’ll be the main challenge…
Do you think satellite art fairs like Echo are becoming a trend in London?
Definitely. I see it more as a growing trend abroad, but it’s only just starting here. London hasn’t had many, there was Sunday and Zoo some years ago, and Minor Attractions is now on its third edition. They actually did their first fair in our building, so I know it can work.
Abroad satellite fairs and off events are huge. I go to Miami every year and love it, the satellites are so lively and free. In New York it feels like there are fifteen happening at once. People love that energy; it’s more approachable, less intimidating. I can’t wait to see more of it here.
To close the interview, you get to pick a We’re Not Really Strangers card.
What would your younger self not believe about your life today?
What compliment do you wish you received more often?
Your happiest memory this past year?
I’ll take my happiest memory from this year: getting engaged in New York! It’s fitting because it’s actually art-related. It happened about five minutes after we uninstalled a show at NADA. I was sweaty, covered in paint, carrying works down the street when I got a call from my then boyfriend, now fiancé telling me to come to a tattoo shop. I walked in, and there he was, proposing, completely unexpected. Now New York is extra special to me. It already was, but now it’s a key part of my story.
That’s beautiful, congratulations! When’s the wedding?
Next year, we’re doing two of them actually. An official one in Vegas, then a proper celebration here. Both events will happen right after art fairs we’re participating in, which I’ll probably regret, but that’s just how my life runs, organized chaos around art…
Want to visit the art fair with your art bestie? We're giving away two tickets!
If you'd like to visit the fair, enter your details here, draw ends Friday 17th October, 9 am.
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