Frieze Art Fair

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;[1] Frieze New York (2012);[2] Frieze Los Angeles (2019);[3] and Frieze Seoul (2022).[4] In 2023, Frieze acquired The Armory Show in New York, and EXPO Chicago.[5]

Frieze Art Fair under construction in Regent's Park, in 2009.

In 2016, American holding company Endeavor acquired a majority stake in Frieze.[6]

History

Frieze magazine was launched in 1991 by Amanda Sharp, Matthew Slotover, and artist Tom Gidley. The magazine served for a time as an alternative to more established art publications like Artforum, drawing contributors like Hilton Als, Peter Schjeldahl, and Lynne Tillman.[7]

In 2003, Slotover and Sharp parted ways with Gidley and launched Frieze Art Fair.[1] Early editions of the fair saw steady increases in attendance, rising from 27,700 at the first fair to 105,000 in 2016.[1] 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.[7][1] 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][1] 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] 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.[10]

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."[11] Joffe claimed that his criticisms of Frieze and Slotover led to his work being banned from the fair that year.[12]

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.[13] Frieze Masters, held concurrently to the original Frieze Art Fair, comprises art made before the year 2000.[1]

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.[6]

In 2019, the fair expanded again with the addition of Frieze Los Angeles,[3] followed by Frieze Seoul in 2022.[4] 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.[3][4]

Frieze acquired two additional, locally grown art fairs in 2023: The Armory Show in New York, and EXPO Chicago. Both fairs will continue to operate under their independent brands.[5]

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.[14]
  • 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.[14]

Frieze Art Fair 2005

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
Dog Breeder by Andrew Litten, exhibited during Frieze Art Fair 2007

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[17]
  • 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[18]
  • The sculpture park included work by Paul McCarthy and Vanessa Billy[19]
  • The winner of the Cartier Award 2009 was Jordan Wolfson.

Frieze Art Fair 2010

Frieze Art Fair 2011
Frieze Masters' sign, 2014. Held by coincidence near the site of the long gone Master of Regent's Park's house.
  • 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.

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,” [20]

Frieze Art Fair 2017

Frieze Art Fair 2018
  • October 4–7
  • Camden Arts Centre Emerging Artist Prize at Frieze won by Wong Ping[22]

Frieze Art Fair 2019
  • Regents Park
  • October 3–6
  • 160 exhibitors from 36 countries
  • 40,000 square meters[23]

Frieze Los Angeles 2019
  • Inaugural Los Angeles Edition[24]
  • February 15–17
  • Presented at Paramount Pictures Studios[25]

Frieze New York 2020
  • Cancelled in light of global health concerns regarding COVID-19 (coronavirus)[26]

Frieze Art Fair 2021
  • Regents Park
  • October 13–17
  • 159 exhibitors
  • £524 per square meter, £241-£338 per square meter in Focus[27]

Frieze Masters Art Fair 2021
  • Regents Park
  • October 13–17
  • 132 exhibitors
  • £631 per square meter[27]

Frieze New York 2021
  • The Shed Manhattan
  • May 5–9
  • 64 exhibitors
  • Admission $55-$265[28][29][30]

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

Frieze Sculpture Park

The Frieze Sculpture Park has been curated since 2012 by Clare Lilley of Yorkshire Sculpture Park,[32] with historic pieces joining the contemporary collection.

Outset / Frieze Art Fair Fund to benefit the Tate Collection
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

Notes and references
  1. Kinsella, Eileen (4 October 2016). "How Frieze Fair Sparked a Standalone Season on the Global Art Calendar". Artnet. Archived from the original on 29 March 2023. Retrieved 14 July 2023.
  2. Pilkington, Ed (3 May 2012). "New York warms to Frieze as fair muscles in on US art market". The Guardian. Archived from the original on 5 May 2022. Retrieved 14 July 2023.
  3. Stromberg, Matt (11 February 2019). "Your Concise Guide to Los Angeles Frieze Week 2019". Hyperallergic. Archived from the original on 7 March 2023. Retrieved 14 July 2023.
  4. Russeth, Andrew (5 January 2023). "Inside South Korea's Art-Mad Capital". The New York Times. Archived from the original on 10 May 2023. Retrieved 14 July 2023.
  5. Pogrebin, Robin (13 July 2023). "Frieze Art Fair Acquires Armory Show and Expo Chicago". The New York Times. Archived from the original on 14 July 2023. Retrieved 14 July 2023.
  6. Harris, Gareth (15 January 2020). "Frieze shake-up: former media boss chosen as company's first CEO". The Art Newspaper. Archived from the original on 4 December 2021. Retrieved 14 July 2023.
  7. Azimi, Negar (30 April 2015). "The Making of the Frieze Art Fairs". The Wall Street Journal. Archived from the original on 30 April 2015. Retrieved 14 July 2023.
  8. "With a View to Make More Profit", Financial Times, March 4, 2006
  9. Reyburn, Scott (18 October 2010). "Art Market Recovering as Frieze Boosted by Hirst, Paris Follows". Bloomberg News. Retrieved 14 July 2023.
  10. Reyburn, Scott (7 October 2014). "Auction Houses Gear Up for Frieze Week". New York Times.
  11. The Saatchi Gallery. "Debate: Art Fairs Are About Money Not Art". Saatchi-gallery.co.uk. Archived from the original on 4 January 2013. Retrieved 16 October 2010.
  12. "Diary: Joffe's jokey picture falls flat with Frieze - Diary, People". The Independent. London. 13 October 2010. Retrieved 16 October 2010.
  13. Jones, Jonathan (20 May 2011). "New Masters fair should end the classic art Frieze-out". The Guardian. Retrieved 21 February 2022.
  14. "Frieze Action" by Joe La Placa, artnet.com. Retrieved March 29, 2006.
  15. "Frieze Show Puts the 'Art' into Party, The Guardian, October 23, 2005. Retrieved March 24, 2006.
  16. "Time Really Is Money as Tate Coughs up £20,000 The Times, October 21, 2005. Retrieved March 24, 2006.
  17. "Clear Evidence of Confidence at Frieze Art Fair 2009". Frieze. 20 October 2009. Archived from the original on 30 September 2011. Retrieved 23 October 2009.
  18. Antonia Ward (October 2009). "Frieze Frame". Glass Magazine. Archived from the original on 17 July 2011. Retrieved 23 October 2009.
  19. "The Frieze Art Fair, Sculpture Park". This is Tomorrow. 17 October 2009. Retrieved 23 October 2009.
  20. Battaglia, Andy (5 May 2016). "At Frieze Art Fair, a Pickpocket Covertly Gives Instead of Takes". Wall Street Journal. Retrieved 16 April 2018 – via www.wsj.com.
  21. Jonathan Jones, "Frieze 2017: Judas, Bourgeois and Mary Beard storm the hyper-capitalist hothouse". The Guardian, 4 October 2017. Accessed 4 October 2017
  22. "Winner Announced - Camden Arts Centre Emerging Artist Prize at Frieze". 3 October 2018. Retrieved 11 October 2018.
  23. https://www.vogue.co.uk/arts-and-lifestyle/article/everything-to-know-about-frieze-london-2019, Archived 24 January 2022 at the Wayback Machine
  24. Vankin, Deborah (23 January 2019). "At Frieze Los Angeles, the art fair goes Hollywood". Los Angeles Times. Retrieved 31 January 2019.
  25. Douglas, Sarah (22 February 2018). "Frieze Announces February 2019 Los Angeles Fair at Paramount Studios". ARTnews. Retrieved 31 January 2019.
  26. "Frieze New York Has Been Cancelled Due to the Coronavirus Crisis, Becoming the City's First Major Market Event to Be Called Off". artnet News. 18 March 2020. Retrieved 30 March 2020.
  27. "Vaccines? Negative tests? Frieze is back in town, here is everything you need to know before you go". The Art Newspaper - International art news and events. 6 October 2021.
  28. "Vision & Justice Project at the core of Frieze New York 2021". FAD Magazine. 12 May 2021.
  29. Sutton, Benjamin (10 May 2021). "What Sold at Frieze New York 2021". Artsy.
  30. "The Return of the Art Fair". The New Yorker. 14 May 2021.
  31. "Jessica Vaughn Awarded the Frieze Artadia Prize at Frieze New York 2023". Retrieved 19 August 2023.
  32. "Yorkshire Sculpture Park". Archived from the original on 10 January 2014. Retrieved 10 January 2014.
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