Emanuela Tarizzo on Frieze Masters' Strategy and Market Challenges

Emanuela Tarizzo, appointed director of Frieze Masters in April 2025, outlines her vision for the fair amid a challenging art market. The fair, launched in London in 2012, aims to bridge ancient and contemporary art. Tarizzo emphasizes listening to galleries and collectors, strengthening exhibitor lists, and enhancing the fair experience. She notes a resurgence in cross-collecting, with younger audiences engaging with historical art. Recent London auctions in July 2025 were positive, including Canaletto's 'Venice, The Return of the Bucintoro on Ascension Day' at Christie's, which sold 87% by lot. Frieze Masters features galleries from over 25 countries and curated sections like Spotlight, Studio, and Reflections. Tarizzo's prior experience at Tomasso gallery in London informs her approach. She downplays Paris-London rivalry, citing London's rich cultural ecosystem. The fair also runs a funded curator program with Art Fund for up to 18 curators.