"Where once there was a flat fee across the main section of the fair (£524 per sq. m in 2021), in 2024 tiers were introduced so that those who took the largest booths paid the most per square metre. Prices this year ranged from £658 per sq. m for an "XXL" stand, between 110 sq. m and 130 sq. m, down to £582 per sq. m for the smallest booths of between 30 sq. m and 50 sq. m."
""We introduced the new pricing structure in 2024, alongside the new floorplan, and the idea was to encourage a more diverse range of galleries," says Frieze's executive director of fairs Kristell Chadé. "It was also a way of allowing galleries that had been in the Focus section to make the step up into the main section, which we know can be challenging financially, so lowering the cost of our smaller booths was a way of doing that.""
"The fee for Frieze London's subsidised Focus section for young galleries reduced from £338 per sq. m in 2021 to £276 per sq. m in 2025. This year, three galleries that were in Focus have joined the main section for the first time-London's Soft Opening, Livia Benavides from Lima and PM8 / Francisco Salas from Vigo in northern Spain. "It's important for us to support those galleries and find a way for them to sustainably continue to participate in the fair," Chadé says."
Frieze London replaced a flat main-section fee with a tiered pricing model introduced in 2024 that charges larger booths a higher per-square-metre rate while reducing costs for smaller booths. 2025 rates ranged from £658 per sq. m for XXL stands to £582 per sq. m for the smallest stands. Frieze Masters retained a uniform rate of £732 per sq. m. The subsidised Focus section fee dropped from £338 per sq. m in 2021 to £276 per sq. m in 2025. Three Focus galleries moved into the main section, reflecting support for emerging galleries.
Read at The Art Newspaper - International art news and events
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