Frieze has announced the launch of Frieze House Seoul, a year-round exhibition and project space in the Yaksu-dong neighborhood, set to open alongside the fourth edition of Frieze Seoul from September 3 to 6, 2025. Housed in a four-story building dating from 1988, the venue will host short-term gallery residencies, special projects, and curated exhibitions beyond the fair dates, and features a permanent site-specific installation by SANAA founders Kazuyo Sejima and Ryue Nishizawa. The news comes as Frieze works to extend its five-year partnership with Kiaf, the fair run by the Galleries Association of Korea, which began in 2022 and is set to expire in 2026.
The opening of Frieze House Seoul signals Frieze's deepening commitment to Asia and its ambition to maintain a permanent presence in the region despite an overall market contraction. Modeled after No.9 Cork Street in London, the space underscores Frieze's strategy of embedding itself in local art ecosystems through year-round programming. The move also comes shortly after the sale of Frieze to Ari Emanuel, former CEO of Endeavor, highlighting the fair group's continued expansion under new ownership. With Asian gallery participation at Frieze Seoul surging 64% this year, the new venue positions Frieze to capitalize on growing regional interest while navigating the absence of some major international galleries.