Frieze is launching Frieze House Seoul, a new exhibition space in the Yaksu-dong neighborhood of central Seoul, which will open alongside the fourth edition of Frieze Seoul in early September 2025. The four-story venue, renovated by architecture studio Samuso Hyoja, spans 210 square meters and includes two main galleries and a landscaped garden. Galleries can apply to program the inaugural season, following a model similar to Frieze's No. 9 Cork Street space in London. The announcement coincides with Korean artist Im Young-zoo being named the 2025 Frieze Seoul Artist Award recipient, a prize funded by Bvlgari.
This expansion matters because it signals Frieze's deepening commitment to the Asian art market, with Seoul increasingly recognized as a global hub for collectors and dealers. By establishing a permanent rotating exhibition space, Frieze aims to strengthen its brand presence in the region beyond the annual fair, fostering year-round engagement with the local and international art community. The move also highlights the growing importance of Seoul as a cultural destination in the post-pandemic art world.