How Frieze became one of the world’s most influential art events

Since its founding over 20 years ago, Frieze Art Fair has quickly established itself as one of the most anticipated and prestigious events in the contemporary art landscape. Born in London, the fair has since expanded to New York, Los Angeles, and Seoul, transforming into a global phenomenon capable of profoundly influencing the market and international artistic dynamics. However, with the exponential growth of competitors like Art Basel, which is set to launch its first Paris edition just weeks away, a question arises: what makes Frieze different from the others? And most importantly, will it be able to maintain its role as a protagonist and redefine the contemporary art world once again?
 

We need to go back to 1991 when Amanda Sharp and Matthew Slotover founded the contemporary art magazine "Frieze" in London. From its very first issues, it distinguished itself by its ability to capture and narrate trends and experiments, quickly becoming a reference point for the art world. In 2003, the major leap occurred: from print to organizing live events. Sharp and Slotover decided to launch the first edition of Frieze Art Fair at Regent’s Park. It was an immediate success: 124 participating galleries, over 27,000 visitors, and a strong focus on curatorial quality. The timing was perfect, as London was in the spotlight: Damien Hirst and other representatives of the Young British Art movement were conquering the international scene, while prominent galleries like Hauser & Wirth were opening new locations in the capital.

The success in London naturally leads Frieze to expand. In 2012, it launched in New York, first at Randall’s Island and then at The Shed, becoming an unmissable event for the U.S. audience. In 2019, it arrived in Los Angeles, distinguished by its strong ties to cinema and pop culture, thanks to its proximity to Hollywood. In 2022, it made its debut in Asia, specifically in Seoul, confirming its status as a global art fair capable of connecting continents and cultures.

Thinking of Frieze as merely a market event for contemporary art would not do it justice; over time, the fair has established itself as a genuine launching pad. Sections like Frieze Focus, dedicated to emerging galleries, and Frieze Projects, which hosts site-specific installations, have fostered the emergence of new talents and created spaces for experimenting with innovative artistic languages, showcasing works by artists like Tino Sehgal, known for his conceptual performances that challenge traditional exhibition conventions and art fairs. Similarly, prominent artists like Kara Walker and Wolfgang Tillmans owe part of their growth in international visibility to Frieze. The history of the fair is marked by memorable moments, such as Yayoi Kusama's overwhelming installation in 2008, the monumental sculptures of Thomas Schütte exhibited in 2014, and Barbara Kruger's intervention in 2019 when she transformed the walls of Paramount Studios during Frieze Los Angeles, covering the space with her provocative texts that explore themes of consumerism and identity.

To discover Frieze's next moves, we can only await the opening on October 9, 2024, because a story like this cannot fail to amaze.

Opening image: Galerie Eigen + Art, Frieze London 2023. Photo Linda Nylind Courtesy Frieze