Frieze London is one of the most anticipated events on the global art calendar, and this year is no exception. As the art world descends on Regent’s Park from October 15 to 19, 2025, the fair is set to present some of the most exciting new works, ambitious brand activations, and cutting-edge presentations that reflect the dynamic pulse of the contemporary art scene.
However, amidst the glitz and glamour of Frieze week, London’s art market is also grappling with significant challenges. The fair takes place in a period defined by market contraction, particularly in the high-end sector, leading to an atmosphere of cautious optimism. Despite the apparent downturn in sales and the effects of Brexit, the UK remains a key player in the global art market, with many notable galleries and institutions pushing forward with ambitious projects. Here’s a breakdown of what to expect from Frieze London 2025, alongside some reflections on the current state of the art market.
Frieze London and Frieze Masters: Two Sides of the Same Coin
Frieze London and Frieze Masters, the twin pillars of the fair, offer distinct but complementary experiences. Frieze London focuses primarily on contemporary art, showcasing leading figures in the art world, from established names to emerging talents. This year’s edition is expected to continue its tradition of spotlighting young and innovative artists who are reshaping the narrative of contemporary art. Meanwhile, Frieze Masters, which takes place on the opposite end of Regent’s Park, explores the relationships between historical and contemporary art, offering collectors and visitors a chance to see works that span centuries, from the Old Masters to the cutting-edge contemporary.
While these two fairs take place at opposite ends of the park, they share the same goal: to reflect the best of global art. The convergence of these two worlds not only brings vibrancy to the art scene in London but also allows for meaningful conversations between different eras of art history.
A Unique Year: Uncertainty in the Art Market
Despite London’s status as a central hub for art, the market faces challenges. According to Kabir Jhala, Art Market Editor at The Art Newspaper, 2025 marks the third consecutive year of a “down market,” defined by significant drops in high-end art sales. The issue, however, isn’t a lack of buyers, but rather the fact that collectors are buying less and are more cautious with their spending. Many of the top-tier works that would traditionally appear at auctions or art fairs have been kept off the market by owners who are holding onto their prized possessions.
This cautious sentiment isn’t unique to the UK market alone. According to the 2025 Art Basel & UBS Art Market Report, global sales of fine art fell by 12% in 2024, with the UK experiencing a 5% decline year-on-year. The ongoing effects of Brexit and the shifting financial landscape have contributed to a quieter period for the London art market, with a reported exodus of international wealth in the wake of the abolition of the UK’s non-dom tax status.
Despite these challenges, there are still reasons to be hopeful. The UK has regained its position as the second-largest art market globally, surpassing China, which has seen a decline in sales. While the art market may be smaller than it was before the pandemic, it’s still significantly larger than it was in 2020. This resilience, coupled with the rise of new players, is a positive sign for the future of the sector.
Ambitious Brand Activations and Expanding Galleries
One of the key developments at Frieze London 2025 is the resurgence of brand activations. After a quieter post-pandemic period, this year’s Frieze is seeing a return of high-profile activations that reinforce London’s reputation as a cultural powerhouse. These activations — which often feature collaborations with artists, designers, and brands — serve not only as a platform for brands to engage with the art world but also offer audiences an immersive experience that merges art and commercial creativity.
King’s Leap, a contemporary gallery known for its bold approach, will present a solo show by artist Michelle Uckotter, where new paintings and site-specific installations will be unveiled exclusively at Frieze. This commitment to showcasing new and experimental works exemplifies the fair’s ongoing dedication to pushing the boundaries of contemporary art.
In addition to the exciting presentations, galleries and institutions are continuing to expand in London. Stuart Shave’s Modern Art, Maureen Paley, and Sadie Coles are among the established names opening new spaces in Central and East London’s burgeoning gallery districts. These galleries, along with Ibraaz and Yan Du Projects, which focus on art from the Global South and East Asia, are bringing fresh perspectives to the city’s art scene, and their presence at Frieze London will undoubtedly add a layer of global relevance to the event.
Key Exhibitions and Rising Stars
This year’s Frieze will feature a number of solo exhibitions and group presentations that highlight emerging artists from around the world. Many of these artists are expected to bring new works that challenge and provoke, reflecting the ever-changing landscape of contemporary culture.
The return of Michelle Uckotter, with her immersive installation and new paintings, is set to be one of the fair’s standout presentations. Uckotter’s work is known for its fusion of organic and digital elements, exploring the intersection of technology and human emotion. Her solo presentation at Frieze will provide a glimpse into the future of art and the ways in which technology is influencing artistic expression.
In addition, Frieze London 2025 will continue to focus on the next generation of artists. As the art world shifts towards new voices, Frieze has made a concerted effort to spotlight young talent. This year, expect to see a diverse range of artists, many of whom are at the forefront of redefining what contemporary art means today. Their works are likely to engage with social, political, and environmental issues, reflecting the growing desire for art to serve as both a medium for expression and a tool for change.
The Future of London’s Art Market
While there is much to be excited about at Frieze London 2025, the fair also provides an opportunity to reflect on the changing dynamics of the art market in the UK. While there have been some concerning signals, including the closures of significant galleries like Marlborough and Hauser & Wirth, the market still holds much potential.
The resilient spirit of London’s galleries, along with the growing influence of younger artists, bodes well for the future. If anything, this year’s Frieze week offers a unique opportunity to witness the evolving dialogue between the past and present of the art world. As the fair moves into its 25th year, it’s clear that while challenges persist, the vibrancy of London’s art scene is very much alive.
Frieze London 2025 Highlights
- Date: October 15-19, 2025
- Location: Regent’s Park, London
- Featured Gallery: King’s Leap presents Michelle Uckotter’s new paintings and installations
- Notable Themes: Emerging artists, technology in art, sustainability in contemporary practice
- Special Focus: Expanding galleries and brand activations
- Market Outlook: Cautious optimism amid economic challenges
Conclusion: The Pulse of London’s Art Scene
As Frieze London 2025 opens its doors, the fair remains a vital part of the cultural landscape, offering a snapshot of the state of the global art market. Despite facing financial challenges, London continues to lead with innovative presentations and bold new voices. Whether you’re an art collector, enthusiast, or casual visitor, this year’s Frieze is a must-see for anyone interested in the ever-evolving world of contemporary art.
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