Frieze has launched the scope of Frieze House of Seoul, a new exhibition space that will be opened in early September with the fourth edition of Frieze Seoul.
Located in Yaksu-dong, central Seoul, the space will host exhibitions and events organized by leading galleries at the four-day fair, scheduled for September 3 to September 6.
Renovated by Seoul-based architectural studio Samuso Hyoja, the site features two main galleries spread over four floors, spanning 210 m2, and a landscaped garden. Gallery interested in programming for seasons can be applied through the Frieze website.
A Frieze spokesman said the new Seoul space will follow a similar model to London’s 9 Cork Street, where Mayfair’s gallery space can be swivel-up with a pop-up program. The Fair Franchise was launched in 2021.
Frieze’s executive director Kristell Chade said in a statement that Korean cities are increasingly becoming the “focus” of international collectors and dealers. The expo directors said expanding the brand in Seoul was the main goal after the pandemic.
In line with the announcement, South Korean artist Im Young-Zoo was recently named the winner of the 2025 Frieze Seoul Artist Award, which launched a partnership with Bvlgari last year. The brand funded the prize and did not disclose its amount. Last year’s winner was Woo Hannah.
The main fair will be held at the conference center in Gangnam, thus bringing in more than 120 galleries from 30 countries.
