Frieze Seoul Explores New Avenues in the World of Art

Captured from the frieze homepage

Simon Fox, the CEO of FRIEZE, a leading organizer of the world's top three art fairs, has revealed ambitious plans to establish a new outdoor sculpture program in Seoul, South Korea.

On the 7th, CEO Simon Fox, joined by Frieze Seoul director Patrick Lee, shared this exciting development with the press, stating, "We are in discussions with the Korean government to launch and oversee an outdoor sculpture program in Seoul." This announcement came as 'Frieze Seoul' and the 'Kiaf Seoul' organized by the Korea Gallery Association opened at COEX in Seoul on the 6th, marking a significant and eagerly anticipated moment in the art world.

Notably, Frieze already operates 'Frieze Sculpture,' a dedicated section for sculptures placed outdoors, at 'Frieze London,' an event held every October in Regent's Park, London, England. This suggests that 'Frieze Seoul' is also contemplating a 'Frieze Sculpture' exhibition. While the exact location remains undisclosed by CEO Fox, many speculate that the former U.S. residence in Songhyeon-dong, Seoul, could be a potential site, given the city of Seoul's prior discussions with Frieze about its usage.

Frieze Seoul, now in its second year since its inception last year, has been garnering continuous success. CEO Fox emphasized that Frieze and KIAF Seoul are not competitors but rather complementary entities. He underscored the long-term nature of their partnership, describing it as "a long-term marriage" rather than a competitive rivalry.

This year's Frieze Seoul, held concurrently with KIAF Seoul, exudes a different ambiance compared to its inaugural year. It departs from the traditional open run format and instead features a serene, open event hall bustling with art enthusiasts immersing themselves in the world of art. CEO Fox expressed his contentment with this transformation, stating, "Observing the various events unfolding in Seoul during the Frieze Seoul period reaffirms the idea that 'Seoul is where we should be.'"

In response to inquiries about the presence of fewer ultra-expensive artworks compared to last year and the stable sales performance, CEO Fox explained, "We have around 120 galleries participating, and each gallery has brought their finest pieces tailored to their target audience." He added, "I have experienced Frieze Seoul twice," expressing his belief that this event serves as a stepping stone for further growth.

Regarding Frieze's acquisition of the Armory Show in New York, CEO Fox clarified that the two fairs have distinct identities and are not in direct competition. Instead, they aim to adjust the scheduling, with the Armory Show scheduled for early September, to avoid overlapping. In response to concerns that Frieze Seoul's prominence may diminish due to the focus on the Armory Show, CEO Fox emphasized that the Armory Show primarily focuses on selling masterpieces from large galleries to New York collectors, while Frieze Seoul maintains its focus on the Asian market, catering to collectors from the region.

Frieze Seoul, which opened on the 6th, will run until the 9th at Hall C on the 3rd floor of COEX. With approximately 120 galleries, ten more than the previous year, participating, the event offers a vibrant and diverse art scene that is akin to the 'European District of Seoul.' In contrast to the previous year, this edition of the art fair has drawn considerable attention from Chinese and Taiwanese collectors, further solidifying its reputation as an international gathering of collectors from across Asia, Europe, Africa, and beyond.

Sayart.net 

Blue YIM, yimyoungseo1010@naver.com