As part of their Carte Blanche programme which collaborates with artists, Ruinart wanted to make art fairs accessible to all with their interactive gallery exhibition at Frieze London and beyond. The Unconventional Gallery helps fuse the virtual and the real of the art world and sits alongside the in-person art. The interactive experience expands the reach of the collection and makes it available to a wider audience. The series of pieces expresses their vision of the champagne house which are then exhibited at 36 major international art fairs across the globe. The collection which consists of 36 drawings, 2 ceramics, 3 Neons, 1 Doorway is a curious study of the habits and customs of the vineyard workers, oenologists and other collaborators of Ruinart champagnes. With his drawings, David Shrigley takes us on an instructional but humorous journey of Champagne making us aware of the environmental issues that Ruinart faces on a daily basis. The experience was created to be as true to being at an art fair as possible. The virtual walk through leads us through photo-real open spaces, with vast bright white wall space and concrete style floor. The pieces of art are on the wall, we can even see the natural light shining through the ceiling windows. The image of each piece can be clicked on which zooms in on the piece for a closer look. As with real life pieces in a gallery, an info card about the piece accompanies.