One of this year's newest satellite fairs is staging its experiment closer to Frieze London than any of its rivals. Fair Play has taken over two floors of the repurposed church One Marylebone, a short walk from Regent's Park, and is the first fair in London to cut galleries out of the equation entirely: roughly 70 individual artists hold their own stands.

The mechanics differ sharply from a conventional fair. Artists applied through an open call and were selected by a committee of curators and creative directors, paying an application fee but no booth costs. In return they handle everything themselves — transport, hanging, pricing and display. Fair Play supplies the space and white walls, puts the work in front of collectors, and keeps a 50 percent share of any sales. Few of the exhibitors have gallery representation, and for many this is a first appearance at any fair.

The opening was packed. Founder Ryan Stanier, who previously ran The Other Art Fair, said more than 3,000 people attended the private view, calling it the best opening night he had ever hosted. The crowded corridors between tightly placed stands on Friday morning suggested real momentum.

Sales were another story. With most prices in the three- to four-figure range, red dots were hard to find, and most artists spoken to had not yet sold. One exception was London artist Lea Rose Kara, who sold two wall-based sculptures on opening night — one to a returning collector for £300, another to a new collector for £3,200 — while Cornish sculptor Eleanor Turnbull picked up commission enquiries. The team is unapologetic about its stripped-back model: with no booth fees to recoup, the pitch is simply to buy a piece and walk out the door.