Anybody who's anybody in the world of contemporary will be arriving to London en masse this week to kick off the 4th annual Frieze art fair. Though still just a toddler, Frieze has proven to be one of the most vibrant among the world's elite art fairs, and this year promises to be hotter than ever. "With a record number of applicants," explains fair co-directors and founders, Matthew Slotover and Amanda Sharp, "the selection process was more competitive than ever before." Backed by the Deutsch Bank, Cartier and the Guardian newspaper, the fair has proven itself to be not only an international art attraction, but also a dynamic cross-cultural creative destination. From Russia to Lebanon and Japan to Brazil, the 140 galleries participating (including 13 newcomers) cover the globe, bringing the hottest talent from around the word to the curators and collectors who are craving it most.