New Seoul art fair HIVE drops booth fees in market experiment

The inaugural HIVE Art Fair in Seoul, opening May 21 at COEX Magok, is testing an alternative business model that eliminates fixed booth fees. Instead, galleries can choose which services and installations to pay for through a "selective purchase system," with the fair relying on ticket sales, corporate partnerships, and promotional lounges for revenue. The fair features 48 galleries (36 South Korean, 12 international) and 158 artists, with no overlapping artists between galleries, and will display exhibition titles and curatorial statements alongside gallery names.