Frieze London and Art Basel Paris 2024 

In the last few days, there have been a few articles talking about Endeavour, the company that owns a majority stake in Frieze Art Fairs - Magazine and Frieze space in London’s Mayfair - seeking to sell Frieze amongst other assets. This doesn’t come as a surprise in the current art market downturn and recent controversy over Frieze’s past editions in New York, Los Angeles and Seoul this year, which didn’t go as planned. I met recently with a few collectors that were disappointed with the layout of the fair and generally the offering didn’t seem to meet their expectations, they even told me this year they would skip Frieze London in favour of Art Basel Paris. Are they wrong in their approach or simply tired of the same Frieze model taken to different cities? 

Let’s explore Art Basel Paris and Frieze London as they are two of the most prestigious contemporary art fairs in the world, each with its unique characteristics and appeal. This year both fairs were held back to back, which was key in making sure many Asian and American collectors could attend both fairs within a week. 

 

Art Basel overview: 

  • Locations: Originally held in Basel, Switzerland, it has expanded to Miami Beach, Paris and Hong Kong. 
  • Focus: It features a wide range of modern and contemporary art, with a strong emphasis on established galleries and artists.
  • Audience: Attracts a global audience of collectors, curators, and art enthusiasts, often with significant purchasing power.

The inaugural edition of Art Basel Paris 2024 at the Grand Palais drew over 65,000 attendees. This was a significant increase from the previous year, when the fair had only 38,000 peopleThe event brought together 195 galleries from 42 countries, drawing high-profile international collectors, museum representatives, and art patrons. Among the notable sales were works by established names like Louise Bourgeois and Julie Mehretu, as well as pieces by emerging talents who received significant attention. The fair also introduced new sections such as “Premise,” which highlighted innovative curatorial ideas, and “Emergence,” focusing on rising artists, both of which contributed to the fair’s dynamic programming and broad appeal. 

Frieze overview: 

  • Locations: The main fair is held in London, with additional editions in New York and Los Angeles. Recently it expanded to Asia with Frieze Seul 
  • Focus: While it also showcases contemporary art, Frieze tends to highlight emerging artists and innovative practices.
  • Audience: Appeals to both established collectors and a younger, more diverse audience interested in new trends in art.

Frieze London 2024 saw approximately 90,000 visitors over its five-day run, reflecting strong international interest and attendance in both the contemporary and historical art exhibitions showcased at the fair. This year introduced several noteworthy innovations, emphasizing emerging art through a reconfigured layout and a global array of new artists. A key update to the fair's structure included placing the Focus section, dedicated to younger galleries, prominently near the entrance instead of tucked away. This strategic move allowed Focus to enhance its role as a space for experimental art with a vibrant international perspective. 

At Frieze Masters this year there were few nice gems but overall the presentation felt a bit flat and less exciting in comparison to previous years. 

Comparison: 

Art Basel often emphasizes established names and significant market value, while Frieze focuses more on innovation and emerging talents. Art Basel may feel more formal and high-stakes, while Frieze often has a vibrant, experimental atmosphere. Both fairs are crucial for understanding the contemporary art landscape, and which one you prefer may depend on your interests and what kind of art experience you seek! 

I really enjoyed this year’s edition of Art Basel, the location was breathtaking, the layout was smartly organised and didn’t feel overwhelming or boring, instead it fostered discovery and connection.

 

By Daniela Bianco, Director of Client Development, Artscapy. Learn more about Daniela here

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