The Frieze London Art Fair 2025 has turned the spotlight on the vibrant young gallery scene in the city. Running from October 5 to October 12, the fair features an array of dynamic presentations that challenge the prevailing narratives of a stagnating global art market. Many emerging gallerists are showcasing innovative works that resonate with audiences while remaining accessible in terms of pricing.
Among the standout presentations is that of gallerist Freddie Powell, who emphasizes the importance of creating exceptional experiences at local fairs. Powell collaborates with his friend Alex Margo Arden, whose work has evolved significantly since they first showcased together. Arden’s booth at Frieze features two major sculptures that delve into the complex narratives of progress, focusing on the often overlooked costs of advancement. This immersive environment creates a compelling dialogue about societal values and artistic expression.
Another notable artist at the fair is Jan Gatewood, whose unique approach to art engages with themes of appropriation and labor. Gatewood’s work, which incorporates playful elements like an oversized teddy bear, challenges viewers to confront their perceptions of intellectual property within the art world. The artist’s ability to address serious topics with a sense of humor has resonated with audiences, as noted by her gallerist, Charlotte Easton.
The presentation of Emma Rose Schwartz, a Nashville-born painter, also draws attention. Schwartz, who creates fictional narratives inspired by her childhood memories, presents a new body of work that shifts focus from expansive landscapes to intimate domestic scenes. Her installation aims to evoke a sense of nostalgia, inviting viewers to engage with the themes of memory and personal history in a fresh context.
Emerging artist Jasmine Gregory showcases a series of paintings that are displayed in a pyramid structure, resembling a precarious house of cards. This inventive presentation reflects the fragility of artistic expression and the potential for collapse in creative endeavors. Gregory’s work is a testament to the innovative spirit that defines the Frieze London Art Fair.
The fair also features the debut solo presentation of Los Angeles-based artist Bogdan Ablozhnyy. His work explores the boundaries between sculpture and photography, creating a dialogue about the nature of art in contemporary settings. Squire, a gallerist representing Ablozhnyy, emphasizes the significance of artistic collaborations, highlighting how personal connections often lead to meaningful presentations.
Frieze London continues to evolve under the leadership of Eva Langret, who has guided the fair since 2019. Langret’s vision focuses on fostering openness, diversity, and cultural dialogue, ensuring that the fair remains relevant and engaging in an ever-changing artistic landscape. This year, the fair not only highlights established artists but also champions emerging voices that challenge conventional narratives in the art world.
As the fair unfolds, visitors are encouraged to explore beyond the tents and discover the thriving gallery scene throughout London. The synergy between Frieze and the local art community creates an enriching experience for all attendees, underscoring the importance of nurturing artistic talent and fostering connections within the industry.