Frieze
Frieze is a privately held UK-based art media and events company that operates international contemporary art fairs (London, New York, Los Angeles, Seoul, Abu Dhabi planned), publishes Frieze magazine, and runs multi-tier memberships serving galleries, collectors, museums, and art professionals worldwide.
- Company typePrivate
- Founded1991
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Frieze does
Frieze is a privately held UK-based art media and events company that operates a global platform for contemporary art. Founded in 1991 as a magazine, the company expanded into art fairs starting with Frieze London in 2003 and now operates five international fairs (London, New York since 2012, Los Angeles since 2019, Seoul since 2023, and Abu Dhabi planned) alongside Frieze Masters, which focuses on historical art. The company also runs two permanent exhibition spaces — No.9 Cork Street in London and Frieze House Seoul — and publishes Frieze Magazine, which has produced over 200 issues since launch.
The core technology is a digital content platform (frieze.com) publishing editorial articles, exhibition reviews, artist profiles, and fair information, complemented by the Frieze Viewing Room for online gallery presentations and Frieze Studios for video and podcast production. The On View directory provides searchable listings of global exhibitions. Membership tiers (In Depth digital, In Print, In Person fair access, Frieze Connect) create a year-round subscription layer atop the fair-driven calendar. Supporting programs include Frieze New Writers, artist awards, Frieze Film, Frieze Music, Frieze LIVE, and Frieze Sculpture.
Revenue is generated across five streams: fair ticket sales with tiered pricing, multi-tier membership subscriptions (auto-renewing annually), magazine subscriptions and single-issue sales, sponsorships and partner content (Deutsche Bank as Global Lead Partner, BMW, Chanel), and e-commerce through the Frieze Shop. The primary customer segments are art galleries exhibiting at the fairs (including major commercial galleries such as Gagosian, Lisson, Pace, David Zwirner, and Kukje), art collectors and patrons accessing VIP and membership benefits, art museums and institutions making acquisitions, and art professionals engaging through editorial, fellowships, and emerging programs.
Frieze firmographics
Firmographics- Name
- Frieze
- Legal name
- Frieze
- Website
- https://www.frieze.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Frieze is a privately held UK-based art media and events company that operates international contemporary art fairs (London, New York, Los Angeles, Seoul, Abu Dhabi planned), publishes Frieze magazine, and runs multi-tier memberships serving galleries, collectors, museums, and art professionals worldwide.
- Ownership category
- akta.pro rank
Where Frieze is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Frieze business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Art Fair Operations: Revenue generated from ticket sales to international art fairs in London, New York, Los Angeles, and Seoul, with tiered pricing from single-day tickets to multi-day VIP access.
- Membership Subscriptions: Annual subscription tiers (In Depth £45, In Print £60, In Person from £156) providing varying levels of digital access, print magazine delivery, and fair benefits.
- Frieze Magazine: Leading magazine of contemporary art and culture launched in 1991, offering subscriptions and single issue sales, with over 200 issues published.
- Sponsorships and Partner Content: Branded content and partnership activations with sponsors including Deutsche Bank (Global Lead Partner), BMW, and Chanel, featuring sponsored articles, video collaborations, and event partnerships.
- Frieze Shop: E-commerce platform selling publications, merchandise, and art-related products from shopcc.frieze.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | In Depth - Digital access to frieze.com |
| Subscription | Annual | In Print - Magazine subscription with digital access |
| Subscription | Annual | In Person - Premium fair access membership |
| Subscription | Annual | Frieze Connect - By Application |
| Subscription | Annual | In Depth Student - Discounted digital access |
| Transaction based/ take rate | Pay-as-you-go | Frieze Seoul General Admission |
| Transaction based/ take rate | Pay-as-you-go | Frieze Seoul Premium Access |
| Subscription | Annual | Frieze Seoul In Person Membership |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Frieze product offering
Product offeringCore offering
Frieze operates international contemporary art fairs (London, New York, Los Angeles, Seoul, Masters) that connect leading commercial galleries with collectors and institutions, and publishes the Frieze Magazine of contemporary art and culture. The company also runs a multi-tiered membership program, operates permanent exhibition spaces (No.9 Cork Street and Frieze House Seoul), and provides a digital Viewing Room for online art presentation, serving galleries, collectors, art professionals, and enthusiasts worldwide.
Product overview
Frieze is a leading international art organization operating a platform-plus-events model. The core offerings include Frieze Magazine (print and digital publication launched in 1991), five international art fairs (Frieze London, Frieze New York, Frieze Los Angeles, Frieze Seoul, and Frieze Masters), and two permanent exhibition spaces (No.9 Cork Street in London and Frieze House Seoul). The portfolio also includes Frieze Viewing Room (digital collectible platform), Frieze Studios (video/podcast production), and membership tiers (In Depth, In Print, In Person, Frieze Connect). Supporting programs include Frieze New Writers Programme, artist awards (Frieze London Artist Award, Frieze Seoul Artist Award), Frieze Film, Frieze Music, Frieze LIVE, Frieze Sculpture, and Neighbourhood Nights. The On View directory provides a global exhibition search service.
Differentiator
Problem solved
Functional benefit
Brands
- Frieze New Writers: A free three-day intensive course for aspiring writers to develop skills with support from the frieze editorial team
- Frieze Connect
- No.9 Cork Street
- Frieze House Seoul
- Frieze Music
- Frieze Film
- Frieze LIVE
Products and services
- Frieze Magazine Leading magazine of contemporary art and culture featuring essays, reviews, and columns by leading writers, available in print (8 issues per year) and unlimited digital access.
- Frieze Art Fairs International contemporary art fairs (Frieze London, Frieze New York, Frieze Los Angeles, Frieze Seoul, and Frieze Masters) showcasing leading commercial galleries and contemporary art to global collectors and institutions.
- Frieze Memberships Tiered annual membership program with In Depth (digital access from £45/€50/$55), In Print (magazine + digital from £60/€78/$75), In Person (premium fair access from £156/$202), and Frieze Connect (by-application, year-round global events).
- Frieze Viewing Room Digital platform providing online access to view and collect art from Frieze fairs, available to members with priority booking.
- No.9 Cork Street
- Frieze House Seoul
- Frieze Shop
- Frieze Studios
- On View
Quantifiable outcome
- 90,000+ annual visitors to Frieze London and Frieze Masters combined
- +2 more outcomes
Companies that use Frieze
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Frieze technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Frieze partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Kiaf SEOULcoreFrieze Seoul operates in partnership with Kiaf SEOUL, South Korea's premier art fair, offering seamless entry to both fairs with every ticket or membership purchased. The partnership creates a unified art fair experience in Seoul.
- BMWminorBMW partners with Frieze for Frieze Music, featuring performances such as Sampha at Frieze London Collectors' Dinner. Luxury automotive brand supporting music programming at fairs.
- ChanelminorChanel partners on the 'Now & Next' series featuring dialogues between established and emerging Korean artists at Frieze Seoul, and other cultural programming.
- Ghetto Film SchoolminorGhetto Film School leads the four-month programme for Deutsche Bank Frieze Los Angeles Film Award, producing individual short films with emerging LA filmmakers.
- The Armory ShowminorThe Armory Show (New York) is listed alongside Frieze New York as an affiliated international art fair, cross-promoted on the Frieze website.
- EXPO CHICAGOminorEXPO CHICAGO is listed alongside Frieze fairs as an affiliated international art fair, cross-promoted on the Frieze website.
- Art Sonje CenterminorFrieze Seoul's LIVE programme partners with Art Sonje Center for live performances across the city during Frieze Week Seoul.
- Busan BiennaleminorFrieze Film Seoul collaborates with the Busan Biennale, featuring international artists and screening during Frieze Week Seoul.
- Seoul Mediacity Biennale (SMB13)minorFrieze Film Seoul partnership with the 13th Seoul Mediacity Biennale, featuring international artists in collaborative programming.
- EMAP (Electronic Media Art Platform)minorEMAP x Frieze Film Seoul partnership at Ewha Womans University featuring international artists in moving image programming.
- Stone IslandminorStone Island provides support for the Focus section at Frieze London, dedicated to emerging galleries.
- A Studio BetweenminorLondon-based multi-disciplinary studio serving as architectural partner for Frieze London, designing public areas within the fair to enhance guest experience.
- Fatoş ÜstekminorIndependent curator and writer serving as director of Frieze Sculpture, curating outdoor works in The Regent's Park.
- City of Santa MonicaminorFrieze thanks the City of Santa Monica for its support of Frieze Los Angeles.
Scale indicators6 records
Recent moves6 records
Expansion highlights8 records
Frieze competitors and assessment
Company assessmentBroad incumbents
- Sotheby's: Sotheby's is a global auction house and art market incumbent that overlaps with Frieze at the high-end of the collector and institutional market. Both serve galleries, collectors, and museums, monetize around the same art market cycles, and compete for the same HNW buyer attention, though Sotheby's operates via auctions rather than fairs.
- Christie's: Christie's is a global auction house serving the same institutional and HNW collector base as Frieze. While Frieze operates fairs and editorial, Christie's operates auctions, private sales, and art advisory — adjacent models addressing the same luxury art market participants.
Direct peers
- Masterpiece London: Masterpiece London is a hybrid art fair covering fine art, antiques, and design, held in London. It competes directly with Frieze Masters and Frieze London for the same London-based collectors and institutional buyers in the historical and luxury art segment.
- TEFAF: TEFAF (The European Fine Art Fair) is a leading art fair held in Maastricht (and previously New York), covering fine art, antiques, and design. It competes with Frieze Masters for the historical and high-end collecting market and overlaps with Frieze's collector audience in Europe and the US.
- The Armory Show: The Armory Show is a major contemporary art fair held annually in New York, directly competing with Frieze New York for galleries, collectors, and sponsor dollars. It is even cross-promoted on Frieze's own website as an affiliated fair, underscoring the head-to-head nature of the competition.
- EXPO CHICAGO: EXPO CHICAGO is an international contemporary and modern art fair held annually in Chicago, competing with Frieze's North American fairs (Frieze New York, Frieze Los Angeles) for exhibiting galleries and institutional buyers. Like Frieze, it combines physical fairs with curatorial programming and sponsor partnerships.
- Art Basel (MCH Group): Art Basel operates the world's leading contemporary art fairs in Basel, Miami Beach, Hong Kong, and Paris, serving the same global pool of top galleries, collectors, and institutions as Frieze London, Frieze New York, and Frieze Seoul. Both monetize similarly through exhibition booths, tickets, sponsorships, and partnerships.
- Art Dubai: Art Dubai is the leading contemporary art fair in the Middle East, comparable to Frieze's planned expansion into Abu Dhabi. Both target international galleries and HNW collectors in an emerging regional art market, and both operate as anchor events that define the regional art calendar.
Emerging players
- Artnet: Artnet is an online art market platform offering auction results, gallery listings, and editorial content, comparable to Frieze's On View directory and editorial platform. It serves collectors and galleries with digital discovery and price reference tools — adjacent to Frieze's digital viewing room and fair operations.
- Artsy: Artsy is an online art marketplace connecting collectors with galleries and auction houses, with editorial content comparable to Frieze.com. It overlaps with Frieze's digital viewing/collecting ambitions and competes for the same galleries' online sales and marketing budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Frieze social profiles
Digital presenceFrieze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frieze leadership team
Management profileNumber of profiles
Profiles4 records
Frieze subsidiaries and ownership
Company hierarchySubsidiaries2 records
Frieze funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frieze M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frieze
What does Frieze do?
Frieze operates international contemporary art fairs (London, New York, Los Angeles, Seoul, Masters) that connect leading commercial galleries with collectors and institutions, and publishes the Frieze Magazine of contemporary art and culture. The company also runs a multi-tiered membership program, operates permanent exhibition spaces (No.9 Cork Street and Frieze House Seoul), and provides a digital Viewing Room for online art presentation, serving galleries, collectors, art professionals, and enthusiasts worldwide.
Is Frieze a public or private company?
Frieze is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Frieze founded?
Frieze was founded in 1991. It employs 101 to 250 people.
Where is Frieze based?
Frieze is headquartered in London, United Kingdom, in the Europe region.
How does Frieze make money?
Five revenue lines are on record. Art Fair Operations are the primary driver. The others are membership Subscriptions, frieze Magazine, sponsorships and Partner Content and frieze Shop.
Who are Frieze's main competitors?
Broad incumbents on record are Sotheby's and Christie's. Direct peers are Masterpiece London, TEFAF, The Armory Show, EXPO CHICAGO, Art Basel (MCH Group) and Art Dubai. Emerging players are Artnet and Artsy.
Does Frieze have an API?
No public API is recorded for Frieze.