Frieze fairs rebound with Seoul expansion and London recovery after pandemic cancellations

Frieze, under CEO Simon Fox and board director Victoria Siddall, faced speculation about the viability of art fairs after canceling all physical events in 2020. The Los Angeles edition was canceled again in 2021, and the New York fair in May 2021 moved to a new Manhattan location with only over 60 exhibitors, a scaled-down version. By October 2021, Frieze London in Regent’s Park signaled a strong return with over 250 galleries, approaching pre-pandemic levels. Ari Emanuel, CEO of parent company Endeavor, has endorsed the fair’s ongoing relevance by approving a new Frieze fair in Seoul for 2022. The organization has also monetized the gallery-swap model, offering year-round rental spaces in London’s Mayfair for out-of-town dealers, a move inspired by its support of Condo London. These developments highlight a strategic adaptation amid uncertainties, with physical fairs regaining momentum.