Private Tours

In addition to the above VIP tours, Photo London is pleased to offer our VIPs and their guests the opportunity to receive a private tour of the fair at a time of their choice with one of our experienced tour guides.

Private tours can take place during VIP and regular fair hours and last approximately an 60-80 minutes. They are suitable for groups of up to ten people and are priced at £250 a tour.

Information on this year’s guides can be found below. We will try and match our VIPs with the guide of their choice, however guides are not available at all times.

To arrange a tour please contact

Zelda Cheatle  is a photography specialist, curator and gallerist. She worked at The Photographers’ Gallery in London, before founding the Zelda Cheatle Gallery and publishing company which exhibited  20th and 21st century iconic and emerging photography. Zelda became Portfolio Manager of The Photography Fund in 2005, the first fine art photography fund. Since 2012 Zelda has been  curating international photography exhibitions for museums in China, Middle East and UK and is also the Chair of the jury and  curator for the  Sony World Photography Award. Zelda also consults for both private and institutional collections and is a regular visiting lecturer.

Brandei Estes is Head of Photographs at Sotheby’s London and spent over ten years working in photography and contemporary art galleries in London and Paris before joining Sotheby’s in 2013.  Brandei has been a judge and nominator for numerous international photography awards including the Prix Pictet, and serves as the Chair for the advisory committee of The Photographers’ Gallery, London.  Brandei also lectures throughout the year on collecting photographs and the photography market for public and private institutions, museums, galleries and fairs.

Tristan Lund leads an in-depth tour through the Discovery section, which this year he curated. A platform for young galleries, emerging artists and work that pushes the boundaries of the medium, our Discovery section 2017 will feature more galleries than ever before, in an expanded, dedicated space. Lund is an art consultant and curator and collection curator of The Incite Project, a UK based collection of photojournalism and documentary photography. Previously Director of Michael Hoppen Contemporary, Tristan also represents a select group of emerging photographic artists.

Carolyn Trayler has been a commercial photographers’ agent for 30 years, running her own company in London and searching out, representing, supporting and nurturing new talent for the advertising market. She also owned a photographic gallery in Chelsea in the 90’s  and is also a collector.

Dr Jean Wainwright is a Professor of Contemporary Art and Photography at UCA. As an art historian, critic and curator she has published extensively in the contemporary arts field, contributing to numerous catalogues and books.  Wainwright’s practice also features interviews with international artists and photographers, many of which can be found on the Tate Audio Arts site.