Frieze is expanding its footprint in Asia with the launch of Frieze House Seoul, a new exhibition space that will open alongside the fourth edition of Frieze Seoul in early September.
The space, located in Yaksu-dong in central Seoul, will host exhibitions and events organized by leading galleries during the four-day fair, scheduled to take place from September 3 to September 6.
The venue, renovated by Seoul-based architecture studio Samuso Hyoja, features two main galleries spread over four floors, spanning 210 square meters, along with a landscaped garden. Galleries interested in programming the inaugural season can apply via the Frieze website.
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A spokesperson for Frieze said the new Seoul space will follow a similar model to London’s No. 9 Cork Street, a gallery space in Mayfair that rotates pop-up shows. The fair franchise launched it in 2021.
Kristell Chade, Frieze’s executive director said in a statement that the Korean city has increasingly become a “focal point” for collectors and dealers internationally. The fair’s directors have said that expanding the Seoul brand has been a primary goal after the pandemic.
Coinciding with the announcement, Korean artist Im Young-zoo was recently named recipient of the 2025 Frieze Seoul Artist Award, which the fair launched last year as part of a partnership with Bvlgari. The brand funds the prize, the amount of which is not disclosed. Last year’s winner was Woo Hannah.
The main fair will take place at a convention center in Gangnam, bringing in more than 120 galleries from 30 countries.