The international art fair launched the inaugural Los Angeles edition in 2019, selecting WHY to design the site and experience. Our team was retained for the 2020 edition, and in both cases we set out to create a streamlined space designed to minimize “art fair fatigue” and maximize opportunities for laid-back sociability. The concept and material choices of the entry pavilion hint at the iconic Paramount Pictures Studio setting, and the overall ambience is one of anticipation, open access, and a touch of theatricality.