Frieze London will hold its 22nd edition in October 2025, retaining a bold floor plan debuted in 2024 that places emerging galleries near the main entrance while pushing blue-chip heavyweights like Gagosian and David Zwirner further inside. Fair director Eva Langret confirmed the layout is permanent, citing overwhelmingly positive feedback and a re-energized atmosphere. New for 2025 is a themed section, Echoes in the Present, curated by Jareh Das, exploring artistic links between West Africa, Brazil, and their diasporas. The Focus section, dedicated to galleries under 12 years old, will feature rotating stands near the entrance, with newcomers including Soft Opening, Portas Vilaseca, and The Pit.
This strategy matters because it signals a deliberate shift in power dynamics at major art fairs, prioritizing discovery and support for young galleries amid a challenging art market. The move comes as several high-profile US galleries have closed, including Clearing, Blum, and Tanya Bonakdar Gallery's Los Angeles branch, yet London dealers like Sadie Coles HQ and Lungley Gallery are expanding. Frieze London's continued success and international collector turnout underscore London's resilience as an art hub, even as some dealers from 2024 will not return. The fair's sister event, Frieze Masters, will be led by new director Emanuela Tarizzo.