India Rose James is launching a new central London based art fair Echo Soho founded by and for female-led galleries.
Conceived as a cultural intervention during Frieze Week, Echo Soho will celebrate the influence of women in contemporary art, offering a pioneering, intimate fair model tailored to the needs of today’s emerging galleries. Set across two floors of Artist’s House, Manette Street in the heart of Soho, the fair will bring together a curated selection of female-led galleries and under-represented artists to present bold, resourceful, and representative approaches to art making and collecting.
The fair draws its name from two origins: the myth of Echo, the nymph whose voice lingered long after she was heard, and the historic hunting call that gave Soho its name. Together, these references speak to Echo Soho’s founding ethos – a platform for voices that resonate beyond the moment, and a call to gather.
Founded by a gallerist and seasoned art fair exhibitor, Echo Soho responds to the shifting art market with practical, maverick solutions. Booths range from 6 to 9 square metres, complemented by wall-based project spaces for emerging artists and an installation site located in the building’s former chapel. Echo Soho is built with financial accessibility in mind, offering affordable booth rates, on-site art handling, booth photography, shared VIP lists, and PR support included.
Echo Soho aims to offer a meaningful counterpoint to the scale and saturation of the larger fair circuit. Its compact format and collaborative ethos will allow for close, thoughtful engagement between galleries, collectors, institutions, and curators.
Programming includes printmaking workshops with Revue Studios, live performances, curatorial walkthroughs, an opening supper, and after-hours gatherings, with a dedicated preview hosted
by the Contemporary Art Society on Friday 17th October.
As part of its special projects, Echo Soho will host a curated presentation by AWITA Titled Resonant Spaces: Curating Echoes the booth will be selected via an open call, inviting AWITA members to propose artists and works that engage with ideas of collective memory, sound and repetition. Proposals are open across disciplines, including visual art, performance, and sound, with selected works reflecting AWITA’s inclusive mission and supporting the launch of the inaugural AWITA Research Bursary. The booth is not limited to women artists or women-led narratives, but instead embraces a wider, intersectional ethos. Submissions are open until Wednesday, 30th July 2025.
Echo Soho exists to elevate. Built by women, for everyone, it invites audiences to listen more closely; to the galleries redefining the landscape, to the artists changing the narrative, and to the echoes that remain long after the doors close.
Echo Soho, 16th – 19th October, 2025, Artist’s House @echosoho
