Frieze adds two big fairs to its impressive bastion

For many years, potential clients and voyeurs have anxiously anticipated two of the art world’s cornerstone fairs- EXPO CHICAGO and The Armory Show in New York City. Both fairs bring together the top of the top in terms of leading international contemporary and modern art exhibitions.

However Frieze London might get the prize for most prestigious from this trio. Thus, it was big news when Frieze announced that they were expanding their American footprint by purchasing both The Armory Show and EXPO CHICAGO. The London-based Frieze said (courtesy of an article by Vivienne Chow for ArtNet), “These acquisitions mark a transformational moment in Frieze’s growth and allow us to extend the depth and breadth of our presence in the U.S.- the world’s leading art market.”

With art fairs already existing in London, New York, Seoul, and Los Angeles, this summertime acquisition positions Frieze to grow monumentally, and to substantially expand their presence in the international art market. Going forward, Frieze will operate four major art fairs in the U.S.; these two acquisitions will make it difficult for other fairs to compete. In addition, the recent acquisitions send a precise statement that the management team at Frieze strongly believe in the American art market’s strong future and growth potential.

Frieze has the advantage of building on the track record they have established at Frieze New York and Frieze Los Angeles. The momentum, management hopes, will only continue to surge.

The two fairs will continue to operate with their existing names and management teams. With four distinct fairs under their umbrella, Frieze’s calendar of events is full. EXPO CHICAGO takes place in April, Frieze New York occurs in May, The Armory Show presents in September, and the Frieze London caps off the year in October.

Many have questions about whether this acquisition will impact Frieze New York, however Frieze CEO Simon Fox told ArtNews (courtesy of Hyperbeast) that the two fairs have “different audiences, different histories.” As such, Fox sees no reason both fairs couldn’t coexist peacefully.

Founded in 1994, The Armory Show was first called Gramercy International Art Fair. In addition to its annual fair each fall, the brand hosts year-round presentations and installs large-scale artwork in public spaces throughout the city.

About merging with Frieze, Nicole Berry, Frieze’s executive director said, (courtesy of Observer) “As New York’s largest art fair, this acquisition marks an important milestone for the storied Armory Show as it approaches its third decade in the world’s largest art market. Joining Frieze enables us to leverage a respected brand, deep industry knowledge, expanded resources and a larger network, which will further enhance the experience for our exhibitors and visitors alike.”

EXPO CHICAGO was first founded in 2012; it established Chicago as one of the country’s premier locations for viewing and buying contemporary and modern artwork. With a unique “ecosystem” of curators, galleries, museums, artists, and collectors, the city’s collaborative spirit is something that appealed to Frieze management.

Tony Karman, EXPO CHICAGO’s president and director said about the acquisition (courtesy of FAD Magazine), “The exposition has grown into a truly citywide, year-round pursuit, and this acquisition further signals the pivotal role of Chicago as a key center for the US art market. We are incredibly grateful for this monumental partnership with Frieze, which will strengthen the fair’s impact and reach in service of our exhibitors and provide us and our patrons with new invaluable resources.”