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Frieze London and Masters Log Strong Early Sales as 2025 Fairs Get Underway

Galleries report active but selective buying as Frieze foregrounds emerging programs and a refreshed Masters under new leadership.

Overview

  • Opening-day sales across both fairs exceeded £6 million, with Hauser & Wirth placing Gabriele Münter’s 1909 Der blaue Garten for CHF 2.4 million at Frieze Masters.
  • Gagosian’s solo presentation of Lauren Halsey sold out during the preview, and galleries reported additional six- and seven-figure transactions across the tents.
  • Frieze Masters opened under director Emanuela Tarizzo with a focus on rediscoveries and reattributions presented alongside museum-quality historical works.
  • Frieze London gathered 168 galleries from 43 countries, while Masters hosted just over 120 exhibitors representing 26 nations.
  • The tented fairs again reconfigured London’s cultural week, from wildlife-conscious build logistics in Regent’s Park to high-profile pop-ups, talks and satellite events across the city.