Frieze Seoul 2024: A Dynamic Showcase of Global Art and Record-Breaking Sales

*Top Photo: Baik Art, Focus Asia at Frieze Seoul 2024. Photo by Let’s Studio. Courtesy Frieze and Let’s Studio.*

Frieze Seoul 2024 offered an exciting and dynamic atmosphere for art collectors, artists, and curators alike. Held from September 4th to 8th, it was a gathering of over 110 galleries and hosted more than 70,000 visitors from around the globe. The fair, now in its third edition, also ran concurrently with Kiaf SEOUL, creating a powerful synergy that turned Seoul into a vibrant art hub. This year’s Frieze Seoul featured cross-cultural collaborations, with galleries showcasing works from both international and Korean artists, fostering dialogue on the global art scene.

Sales were robust throughout the event, with highlights including Hauser & Wirth selling Nicolas Party’s Portrait with Curtains for $2.5 million and PKM Gallery placing Yoo Youngkuk’s painting for $1.5 million. Korean-owned galleries also saw significant success at the fair. Gallery Hyundai sold seven artworks by Jeon Joonho, ranging from $38,000 to $230,000. Johyun Gallery experienced a robust response, selling ten works by Lee Bae for $56,000 each, two acrylic-on-ceramic works by Park Seo-Bo for $120,000 each. Other notable sales came from Pace Gallery, Thaddaeus Ropac, Kukje Gallery, and Sprüth Magers, demonstrating the growing interest in Korean and international contemporary art.

The Ho Chi Minh City-based gallery Galerie Quynh was awarded the Frieze Seoul Stand Prize in recognition of theirits booth featuring an installation by Vietnamese-American artist Tuan Andrew Nguyen. Nguyen’s presentation was selected by a jury of institutional directors and curators including Christopher Lew, Wassan Al-Khudhairi and Victoria Sung.

In the Focus Asia section, Tokyo Gallery Parcel won the Stand Prize for presenting Chinese artist LuYang’s animated film DOKU–The Flow. The exhibition marks the work’s Asian debut. LuYang’s presentation was selected by a jury comprising Lumi Tan, Victor Wang and Jee Young Maeng. NOROO supports the Focus Asia Stand Prize, the Official Paint Partner of Frieze Seoul. Focus Asia is presented in collaboration with Stone Island, who provide subsidies that help enable young galleries.’

Post event Frieze Seoul 2024 has been met with exceptional enthusiasm and success as reported by the Art Dealers, with many galleries reporting strong sales and significant interest from both local and international collectors. Max Falkenstein of Gladstone Gallery highlighted notable sales of works by acclaimed artists and the excitement surrounding recent exhibitions in Seoul. Hyun-Sook Lee from Kukje Gallery observed continued global interest in Korean contemporary artists, while James Koch of Hauser & Wirth noted the fair’s exceeding expectations, particularly in placing works with prominent collectors. Samantha Rubell of Pace Gallery and Jessica Silverman of Silverman Gallery both praised the fair’s diverse international attendance and the successful sales of their featured artists. Other galleries, including White Cube, David Zwirner, and MASSIMODECARLO, echoed similar sentiments, appreciating the vibrant atmosphere and strong market engagement.

The event’s success emphasizes the increasing relevance of South Korea in the global art market, and the prominence of institutions like the National Museum of Modern and Contemporary Art, Korea (MMCA) and the Amorepacific Museum of Art, both of which played key roles in engaging local and international audiences.

Frieze Seoul 2024 not only highlighted the best in contemporary art but also cemented South Korea’s place as a critical destination for art collectors worldwide.

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