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Artists Liaison at Unit London, Alice Fry builds bridges between artists and collectors and helps to transform great ideas of the digital realm into palpable exhibitions of the physical world.
Between the artist's studio and the collector's wall, there is a person who makes the connection possible. Alice Fry is that person at Unit London - one of the world's most prominent galleries for digital art. As Artists Liaison, she has built hundreds of relationships that span the physical and digital art worlds, and she understands the specific work that making those connections requires.
Alice Fry is the Artists Liaison at Unit London, where she builds and maintains relationships with the gallery's roster of digital artists and facilitates the work of translating digital art practices into physical exhibition contexts. Her role sits at the intersection of artist support, collector relations, and curatorial practice - requiring fluency in the language of both digital communities and traditional art spaces. She has been central to Unit London's emergence as one of the key institutional bridges between digital-native art and established gallery culture.
The artist liaison role is often invisible - it's the work that makes galleries function without appearing in the press release. Alice Fry's account of what that work actually involves is unusually candid: the relationship-building that precedes any exhibition, the translation that makes digital art practices legible to collectors who haven't encountered them before, and the specific challenges of bringing work that exists in one context into a very different one. This conversation is about the human infrastructure of the art world - and what happens when that infrastructure is being built across a gap as wide as the one between digital-native and traditional art culture.
Artist liaison as translator
Fry's role requires constant translation - between artists' languages and collectors' languages, between digital community norms and gallery conventions, between the speed of digital culture and the slower pace of institutional practice.
Unit London's bridging position
Unit London occupies a specific position in the ecosystem: serious enough for established collectors, open enough to digital-native artists. Understanding how that position was built - and what it requires to maintain - is instructive for thinking about how institutions develop.
Building relationships at scale
Having meaningful relationships with hundreds of artists requires systems and discipline that aren't visible but are essential. Fry's approach to managing that network is a form of professional practice in its own right.
Digital to physical translation
The work of bringing digital art into physical exhibition contexts involves practical, aesthetic, and conceptual challenges that are often underestimated. Fry has navigated these challenges enough times to have developed clear thinking about what works and what doesn't.
The infrastructure of the digital art world - the galleries, the liaisons, the relationships - shapes what collectors can access and how. Understanding how Unit London has built its artist relationships, and what Alice Fry's work makes possible, gives you a clearer picture of the ecosystem you're navigating when you engage with the gallery system.
Unlocked is the podcast by 100 collectors - the global network for digital art collectors. Each episode, we speak with artists, curators, collectors, and builders shaping the digital art world. No market speculation. No hype. Just honest, substantive conversations about art, practice, and what it means to collect today. New episodes release throughout the year. Find Unlocked on Spotify and Apple Podcasts. 100 collectors is a membership network. [Explore membership →]
