Frieze Art Fair Explained

Frieze Art Fair is an annual contemporary art fair first held in 2003 in London's Regent's Park. Developed by the founders of the contemporary art magazine Frieze, the fair has since expanded to include editions in four cities, in addition to acquiring several other art fairs. Following the original Frieze Art Fair (also referred to as Frieze London), the fair added Frieze Masters (2012), also in London, dedicated to art made before the year 2000; Frieze New York (2012);^[1] Frieze Los Angeles (2019);^[2] and Frieze Seoul (2022).^[3] In 2023, Frieze acquired The Armory Show in New York, and EXPO Chicago.^[4]

In 2016, American holding company Endeavor acquired a majority stake in Frieze.^[5]

History

Frieze magazine was launched in 1991 by Amanda Sharp, Matthew Slotover, and artist Tom Gidley. The magazine was initially conceived of as an alternative to more established art publications like Artforum, and drew contributors like Hilton Als, Peter Schjeldahl, and Lynne Tillman.

In 2003, Slotover and Sharp parted ways with Gidley and launched Frieze Art Fair. Early editions of the fair saw steady increases in attendance, rising from 27,700 at the first fair to 105,000 in 2016. Frieze has been noted for being among the first art fairs to implement practices like commissioning works from artists and holding artist talks during the fair.^[6] Multiple writers have stated that the original Frieze Art Fair helped unite London's art scene, which was gaining in prominence after significant investments in institutions like the Tate Modern.^[7] Despite high attendance, it was suggested in 2006 that only 20% of the fair's 68,000 visitors intend to buy work.^[8] Frieze stopped self-reporting sales figures in 2006, claiming that the figures were not accurate given that many sales happen in private or following the end of the fair's run.^[9] In 2007, Gavin Brown’s Enterprise booth at Frieze was transformed into a flea market, showcasing the fair's willingness to embrace immersive art experiences.^[10] Since the mid-2000s, auction houses like Christie's, Sotheby's and Phillips have expanded their mid-season contemporary sales to coincide with Frieze London.^[11]

In 2010, Slotover participated in a formal debate at London's Saatchi Gallery with artists including Jasper Joffe on the subject of whether "art fairs are about money."^[12] Joffe claimed that his criticisms of Frieze and Slotover led to his work being banned from the fair that year.^[13]

In May 2011, Slotover and Sharp announced the launch of two new art fairs, Frieze New York and Frieze Masters, with their first editions occurring in 2012.^[14] Frieze Masters, held concurrently to the original Frieze Art Fair, comprises art made before the year 2000.

In 2016, American talent agency and holding group Endeavor acquired a 70% controlling stake in the Frieze brand, including the magazine and art fairs. Following the acquisition, Slotover and Sharp continued to lead the company until 2020 when Simon Fox, a former media executive at Reach plc, was named CEO, overseeing all publications and fairs.

In 2017, Hauser & Wirth invited classics scholar Mary Beard to open a fake museum at Frieze consisting of artifacts bought on ebay.^[15]

In 2019, the fair expanded again with the addition of Frieze Los Angeles, followed by Frieze Seoul in 2022. Writers have compared Frieze's presence in Los Angeles and Seoul to its original presence in London, noting the similarities in both cities' art scenes to London's art scene in 2003, as both cities are considered to be rising in importance in the art world.

Frieze acquired two additional, local art fairs in 2023: The Armory Show in New York, and EXPO Chicago. Both fairs will continue to operate under their independent brands.

Fairs

Frieze Art Fair 2003

• Space hire was £180 per meter.
• The fair's income was £990,000 from 5,500 square meters (2,250 rentable).
• Sales were £20 million.
• There were 124 galleries.
• There were 27,700 visitors.^[16]
• non-profit programme Frieze Projects initiated with Polly Staple as curator.

Frieze Art Fair 2004

• The fair's income from galleries was £1.5 million from 8,000 square meters (4,000 rentable).
• Sales were £26 million.
• There were 150 galleries.
• There were 42,000 visitors.
• Public admission price was £12.
• There were over 1,000 gallery applications for places.
• Booths were 24 - 120 square meters.
• The fair was sponsored by Deutsche Bank AG.
• US galleries included Gagosian, Zach Feuer Gallery, Matthew Marks, and Barbara Gladstone.
• British galleries included White Cube, Lisson Gallery, and Victoria Miro Gallery.
• European galleries included Hauser & Wirth.
• Galleries came from Beijing, Melbourne, Moscow and Auckland.^[16]

Frieze Art Fair 2005

• There were 160 galleries.
• 38 exhibitors were American and 35 British.^[17]
• Celebrities at the opening included Claudia Schiffer, David Bowie, and Alexander McQueen.^[18]
• Tracey Emin launched her book Strangeland to coincide with the 2005 fair.

Frieze Art Fair 2006

• October 12 - 15
• There was a preview on 11 October 2006.
• Mika Rottenberg won the Cartier Award 2006.

Frieze Art Fair 2007

• October 11 - 14
• There was a preview for guests including Tracey Emin, Jake and Dinos Chapman, as well as Sam Taylor-Wood.
• Mario Garcia Torres Wins the Cartier Award 2007
• Neville Wakefield becomes curator of Frieze Projects

Frieze Art Fair 2008

• October 16 - 19
• Ticket prices for public entry cost between £15 and £25.
• The fair featured talks by speakers including Carsten Holler, Yoko Ono, and Cosey Fanni Tutti
• The winner of the Cartier Award 2008 was Wilfredo Prieto.

Frieze Art Fair 2009

• October 5–18
• Over 1000 artists showcased, 60,000 visitors, 165 galleries from 30 countries^[19]
• Curators: Daniel Baumann and Sarah McCrory; the Fair included work by Stephanie Syjuco, Monika Sosnowska, Per Oskar Leu, Ryan Gander, Kim Coleman and Jenny Hogarth^[20]
• The sculpture park included work by Paul McCarthy and Vanessa Billy^[21]
• The winner of the Cartier Award 2009 was Jordan Wolfson.

Frieze Art Fair 2010

• October 14–17
• Frieze Projects was curated by Sarah McCrory with work by Annika Ström, Nick Relph, Shahryar Neshat, Jeffrey Vallance, Spartacus Chetwynd amongst others.
• The sculpture park included work by Jeppe Hein, Slavs and Tatars, Franz West, Hans-Peter Feldmann
• The winner of the Cartier Award 2010 was Simon Fujiwara.

Frieze Art Fair 2011

• October 13–16
• The P.V was on 12 October 2011
• Frieze Projects is curated by Sarah McCrory with work by Bik Van Der Pol, Pierre Huyghe, Christian Jankowski, LuckyPDF, Laure Prouvost, and Cara Tolmie
• The winner of the Emdash Award 2011 was Anahita Razmi.^{[22] [23]}

Frieze Art Fair 2012

• October 11–14
• Also the first year for the Frieze Masters and Frieze New York editions.
• Featured 175 leading international contemporary galleries and over 1,000 artists
• Frieze Projects is curated by Sarah McCrory with work by Thomas Bayrle, Aslı Çavuşoğlu, DIS, Grizedale Arts / Yangjiang Group, Joanna Rajkowska.
• The winner of the Emdash Award 2012 was Cécile B. Evans.

Frieze Art Fair 2013

• October 17–20
• Featuring 152 galleries from 30 countries.
• 70,000 people attended the fair.
• Pilvi Takala received the Emdash Award 2013
• Nicola Lees becomes Frieze Projects curator

Frieze Art Fair 2014

• October 15–18
• 47,000 visitors
• 162 participating galleries from 25 countries
• Mélanie Matranga won the inaugural Frieze Artist Award 2014

Frieze Art Fair 2015

• October 14–17
• 164 galleries from 27 different countries participated.
• 55,000 was the number of visitors this year.
• Rachel Rose won the Frieze Artist Award 2015

Frieze New York 2016

In 2016, David Horvitz hired a pickpocket to place sculptures in the pockets of attendees of the annual Frieze Art Fair. This was part of “Frieze Projects” a program of 6 commissioned interactive activities at the fair. Said Horvitz, “Imagine how much money is concentrated there, among collectors and galleries—and then there’s this person walking around who’s basically a trained thief,” ^[24]

Frieze Art Fair 2017

• October 5–8^[25]

Frieze Art Fair 2018

• October 4–7
• Camden Arts Centre Emerging Artist Prize at Frieze won by Wong Ping^[26]

Frieze Art Fair 2019

• Regents Park
• October 3–6
• 160 exhibitors from 36 countries
• 40,000 square meters^[27]

Frieze Los Angeles 2019

• Inaugural Los Angeles Edition^[28]
• February 15–17
• Presented at Paramount Pictures Studios^[29]

Frieze New York 2020

• Cancelled in light of global health concerns regarding COVID-19 (coronavirus)^[30]

Frieze Art Fair 2021

• Regents Park
• October 13–17
• 159 exhibitors
• £524 per square meter, £241-£338 per square meter in Focus^[31]

Frieze Masters Art Fair 2021

• Regents Park
• October 13–17
• 132 exhibitors
• £631 per square meter

Frieze New York 2021

• The Shed Manhattan
• May 5–9
• 64 exhibitors
• Admission $55-$265^{[32] [33] [34]}

Frieze Seoul 2022

• COEX World Trade Center
• September 2–5
• 110 exhibitors

Frieze New York 2023

• The Shed Manhattan
• May 17–21, 2023
• 68 Exhibitors
• Frieze Artadia Prize Introduced
  • Winner: Jessica Vaughn^[35]

Frieze Seoul 2023

• COEX World Trade Center
• September 6–9, 2023
• 121 exhibitors ^[36]

Frieze Seoul 2024

• COEX World Trade Center
• September 4–7, 2024
• 110 exhibitors ^[37]

Frieze Sculpture Park

The Frieze Sculpture Park has been curated since 2012 by Clare Lilley of Yorkshire Sculpture Park,^[38] with historic pieces joining the contemporary collection.

Outset / Frieze Art Fair Fund to benefit the Tate Collection

See main article: Outset Contemporary Art Fund.

Outset Contemporary Art Fund was founded by Candida Gertler and Yana Peel in 2003 as a philanthropic organization dedicated to supporting new art. The charitable foundation focuses on bringing private funding from its supporters and trustees to public museums, galleries, and art projects. In 2003, Outset established the world's first acquisitions fund connected to an art fair. This ongoing collaboration with Tate and Frieze proved to be a cornerstone in the foundation's program of institutional acquisitions.

See also

• Frieze (magazine)
• The Armory Show (art fair)
• EXPO Chicago
• Art Basel
• Art Cologne

External links

• • Interview with FRIEZE co-founder Amanda Sharp
• From Frieze to triptych, Financial Times 2011
• New Masters fair should end the classic art Frieze-out, Guardian 2011
• Letter to Panelists presenting at Frieze NY ART FAIR

Notes and References

1. Web site: Pilkington . Ed . New York warms to Frieze as fair muscles in on US art market . . 14 July 2023 . https://web.archive.org/web/20220505233910/https://www.theguardian.com/artanddesign/2012/may/03/new-york-warms-to-frieze . 5 May 2022 . 3 May 2012 . live.
2. Web site: Stromberg . Matt . Your Concise Guide to Los Angeles Frieze Week 2019 . . 14 July 2023 . https://web.archive.org/web/20230307180101/https://hyperallergic.com/484182/your-concise-guide-to-los-angeles-frieze-week-2019/ . 7 March 2023 . 11 February 2019 . live.
3. Web site: Russeth . Andrew . Inside South Korea's Art-Mad Capital . . 14 July 2023 . https://web.archive.org/web/20230510193115/https://www.nytimes.com/2023/01/05/arts/design/seoul-art-gallery-museum-korea.html . 10 May 2023 . 5 January 2023 . live . limited.
4. Web site: Pogrebin . Robin . Frieze Art Fair Acquires Armory Show and Expo Chicago . . 14 July 2023 . https://web.archive.org/web/20230714004842/https://www.nytimes.com/2023/07/13/arts/frieze-acquires-armory-show-expo-chicago.html . 14 July 2023 . 13 July 2023 . live . limited.
5. Web site: Harris . Gareth . Frieze shake-up: former media boss chosen as company's first CEO . . 14 July 2023 . https://web.archive.org/web/20211204143417/https://www.theartnewspaper.com/2020/01/15/frieze-shake-up-former-media-boss-chosen-as-companys-first-ceo . 4 December 2021 . 15 January 2020 . live . limited.
6. Web site: Azimi . Negar . The Making of the Frieze Art Fairs . . 14 July 2023 . https://web.archive.org/web/20150430212803/https://www.wsj.com/articles/the-making-of-the-frieze-art-fairs-1430418067 . 30 April 2015 . 30 April 2015 . live . subscription.
7. Web site: Kinsella . Eileen . How Frieze Fair Sparked a Standalone Season on the Global Art Calendar . . 14 July 2023 . https://web.archive.org/web/20230329074804/https://news.artnet.com/market/how-frieze-fair-changed-global-art-681389 . 29 March 2023 . 4 October 2016 . live.
8. "With a View to Make More Profit", Financial Times, March 4, 2006
9. Web site: Reyburn . Scott . Art Market Recovering as Frieze Boosted by Hirst, Paris Follows . . 14 July 2023 . 18 October 2010 . limited.
10. News: Muir . Gregor . 2023-10-06 . Frieze at 20: how the fair revolutionised London's art world . Financial Times . 2023-12-27.
11. News: Reyburn . Scott . October 7, 2014 . Auction Houses Gear Up for Frieze Week . .
12. Web site: The Saatchi Gallery . Debate: Art Fairs Are About Money Not Art . Saatchi-gallery.co.uk . 2010-10-16 . dead . https://archive.today/20130104193151/http://magazine.saatchionline.com/articles/debate-art-fairs-are-about-money-not-art . 2013-01-04 .
13. News: Diary: Joffe's jokey picture falls flat with Frieze - Diary, People . The Independent . 13 October 2010. 2010-10-16 . London.
14. Web site: Jones . Jonathan . May 20, 2011 . New Masters fair should end the classic art Frieze-out . February 21, 2022 . The Guardian.
15. News: Jones . Jonathan . 2017-10-04 . Frieze 2017 review – Judas, Bourgeois and Mary Beard storm the hyper-capitalist hothouse . en-GB . The Guardian . 2023-12-27 . 0261-3077.
16. http://www.artnet.com/Magazine/reviews/laplaca/laplaca10-26-04.asp "Frieze Action" by Joe La Placa, artnet.com
17. http://arts.guardian.co.uk/friezeartfair/story/0,,1598777,00.html "Frieze Show Puts the 'Art' into Party, The Guardian, October 23, 2005
18. http://www.timesonline.co.uk/article/0,,2-1835863,00.html "Time Really Is Money as Tate Coughs up £20,000 The Times, October 21, 2005
19. Web site: Clear Evidence of Confidence at Frieze Art Fair 2009 . https://web.archive.org/web/20110930061309/http://www.friezeartfair.com/updates/article/clear_evidence_of_confidence/ . dead . 2011-09-30 . Frieze . 2009-10-20 . 2009-10-23 .
20. Web site: Frieze Frame. Antonia Ward. October 2009. Glass Magazine. 2009-10-23. dead. https://web.archive.org/web/20110717002035/http://theglassmagazine.com/forum/feature.asp?tid=632. 2011-07-17.
21. Web site: The Frieze Art Fair, Sculpture Park. This is Tomorrow. 2009-10-17. 2009-10-23.
22. Web site: Mickiewicz . Maksymilian Fus . 2011-08-24 . Frieze: Anahita Razmi . 2024-03-20 . Dazed . en.
23. Web site: 2011 . Anahita Razmi receives Emdash Award 2011 . e-flux.com . en.
24. News: At Frieze Art Fair, a Pickpocket Covertly Gives Instead of Takes. Andy. Battaglia. Wall Street Journal. 5 May 2016. 16 April 2018. www.wsj.com.
25. [Jonathan Jones (journalist)|Jonathan Jones]
26. Web site: Winner Announced - Camden Arts Centre Emerging Artist Prize at Frieze. 3 October 2018. 11 October 2018.
27. https://www.vogue.co.uk/arts-and-lifestyle/article/everything-to-know-about-frieze-london-2019,
28. Web site: At Frieze Los Angeles, the art fair goes Hollywood. Vankin. Deborah. Los Angeles Times. 23 January 2019. 2019-01-31.
29. Web site: Frieze Announces February 2019 Los Angeles Fair at Paramount Studios. Douglas. Sarah. 2018-02-22. ARTnews. en-US. 2019-01-31.
30. Web site: Frieze New York Has Been Cancelled Due to the Coronavirus Crisis, Becoming the City's First Major Market Event to Be Called Off. 2020-03-18. artnet News. en-US. 2020-03-30.
31. Web site: Vaccines? Negative tests? Frieze is back in town, here is everything you need to know before you go. October 6, 2021. The Art Newspaper - International art news and events.
32. Web site: Vision & Justice Project at the core of Frieze New York 2021. May 12, 2021. FAD Magazine.
33. Web site: What Sold at Frieze New York 2021. Benjamin. Sutton. May 10, 2021. Artsy.
34. The Return of the Art Fair. May 14, 2021. The New Yorker.
35. News: Jessica Vaughn Awarded the Frieze Artadia Prize at Frieze New York 2023 . en . 2023-08-19.
36. Web site: Article . Vivienne Chow ShareShare This . 2023-09-06 . In Spite of an Ongoing Art Market Correction, Frieze Seoul Returns for Its Sophomore Edition With a Bigger International Crowd . 2024-07-18 . Artnet News . en-US.
37. Web site: Article . Vivienne Chow ShareShare This . 2024-07-16 . Performance Art to Take Center Stage at Frieze Seoul . 2024-07-18 . Artnet News . en-US.
38. Web site: Yorkshire Sculpture Park . 2014-01-10 . dead . https://web.archive.org/web/20140110215340/http://www.ysp.co.uk/ysp-media/press-releases/ysps-clare-lilley-announced-as-frieze-sculpture-park-curator . 2014-01-10 .