As Art Fairs Struggle to Adapt to the Social-Distancing Era, Frieze Announces It Will Begin Charging Galleries for Its Online-Only Editions

Unlike the May edition of Frieze online, this one will not be free for exhibitors.

Courtesy of Frieze.
Courtesy of Frieze.

Just over a week after announcing that they had “no choice” but to cancel the live editions of Frieze London and Frieze Masters, organizers of the art fairs are sharing details about Frieze’s October online viewing rooms—and what they will cost exhibitors.

Galleries—which were able to show for free during the May edition of Frieze online, which replaced the New York fair—must pay between just under $2,000 and $7,600 to exhibit, depending on what section of the website they want to show on.

Interested galleries can apply until August 7. The event takes place from October 7 to 16.

Exhibitors showing in the fair’s “Main” section will pay £4,900 ($6,250), while a space in the “Spotlight” section will cost £3,000 ($3,827). The “Focus” and “Curated” areas will cost gallerists £1,500 ($1,915).

The fair’s global director, Victoria Siddall, says the new platform improves user experience, and builds on lessons learned from the May edition of the event.

“While it will not fully replace being together at a fair, there will be many elements that Frieze is known for and which will generate energy and engagement—from Frieze Talks, to sections conceived by leading curators, to a program of events in museums around London,” she tells Artnet News.

Exhibitors in the main section will be able to upload 18 artworks, including videos, while exhibitors in the “Spotlight,” section can show up to 12 works.

Both price tiers will enjoy the “sign the book” feature that debuted in May, as well as new a “like” button. (Unlike on social media, the number of likes a work gets will not be public). A new picture-saving feature will allow viewers to save and share images of artworks on their social media feeds.

For another £1,950 ($2,264), dealers can sign up for a live chat add-on and other perks. The first 20 galleries that purchase this option will also get a bespoke marketing video on their Frieze platform created by the fair team.


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