Frieze Arrives in Abu Dhabi: Global Art Fair Eyes Middle East Expansion and Regional Artist Showcase

For over two decades, Frieze has been a pivotal force in shaping the international art calendar. Evolving from its origins as a London fair, it has expanded into a global network, connecting prominent galleries and collectors in major cities like New York, Los Angeles, and Seoul. Now, Frieze is making its inaugural entry into the Middle East, bringing one of the art world's most recognized names to Abu Dhabi. Upon its opening at Manarat Al Saadiyat on November 19, the fair will build upon the 17-year legacy established by Abu Dhabi Art, an event that consistently drew galleries and collectors to the city each November and cultivated strong relationships with artists across the region.

Simon Fox, Chief Executive of Frieze, expressed his hope that the fair's arrival will attract more international collectors to the UAE and facilitate the introduction of regional artists and galleries to global audiences. This launch coincides with a significant growth period for Abu Dhabi's cultural landscape, reinforcing the emirate's increasing prominence as a new hub in the global art world. The inaugural Frieze Abu Dhabi will feature galleries from both the UAE and internationally.

Fox mentioned that Frieze had been observing the Middle Eastern art market for years, awaiting the opportune moment to establish its own fair. This opportunity arose through a strategic partnership with the Department of Culture and Tourism in Abu Dhabi. Dyala Nusseibeh, who previously directed Abu Dhabi Art, will continue her role as director of the new Frieze Abu Dhabi fair. "The decision was straightforward, given that we are working with an established venue, an existing team, and recognizing that the collector base in the region has been steadily growing and maturing," Fox stated to The National.

The timing of the fair is particularly significant, aligning with a period of substantial development in Abu Dhabi's cultural infrastructure. The Zayed National Museum and Natural History Museum Abu Dhabi are slated to open in late 2025, joining the Louvre Abu Dhabi on Saadiyat Island. The Guggenheim Abu Dhabi is also set to open on December 11, nearly two decades after its initial announcement. Fox believes that the presence of these institutions could influence the art market in the coming years. "Institutional acquisitions play a crucial role in shaping taste, value, and the overall market," he commented.

Frieze is leveraging its international network to draw collectors to Abu Dhabi. Representatives worldwide are assisting clients with their travel arrangements, and global partner Deutsche Bank will be bringing its wealth-management clients. The fair will showcase international galleries such as Gagosian and Pace alongside UAE-based galleries like The Third Line and Lawrie Shabibi. The program also includes a special exhibition pairing Emirati artists Mohammed Kazem and Alia Zaal with Lebanese artist Dala Nasser's 'Qubbat Duris,' an installation inspired by a historic monument in the Bekaa Valley.

Frieze Abu Dhabi will feature 89 exhibitors, a reduction from the 142 galleries present at Abu Dhabi Art's final fair last year. Nusseibeh indicated that this smaller scale was a deliberate choice, aiming to provide visitors with more space and allow for a more focused curatorial approach, a sentiment echoed by Fox. However, Fox anticipates the fair will evolve as Frieze gains deeper insights into the preferences of collectors in the region. The balance between local and international galleries, as well as opportunities for emerging galleries and established artists, may shift in the future. He emphasized the importance of "listening to local voices and ensuring the fair is representative of the region.".

The fair follows another significant event in the region's art market: Christie's held its first fine-art auction in Abu Dhabi earlier this month, attracting bidders from its international client base and achieving sales of $8.94 million. According to Christie's, over 30 percent of registrants were millennials or Gen Z. Fox has been closely observing this trend, noting, "There is a generation, particularly in the Gulf region, of younger collectors who are genuinely investing time in understanding artists and thoughtfully curating their collections." Fox aims for Frieze to foster relationships with these collectors beyond the four days of the fair, potentially expanding opportunities like studio visits and talks through its Frieze Connect membership program in the region.

"I would love for Frieze to be a year-round brand in all the cities where we operate, not just an event that appears for four or five days," Fox stated. Building on the existing year-round exhibitions and commissions previously run by Abu Dhabi Art, Frieze could potentially establish a permanent presence. Fox indicated that opening exhibition spaces in Abu Dhabi, similar to those in London and Seoul, is something "we should certainly consider over time."

The international connections fostered by Frieze Abu Dhabi could also create reciprocal opportunities for regional artists and galleries at Frieze's fairs worldwide. Fox cited the example of Frieze Seoul, launched in 2022 alongside the existing Kiaf fair, which has since seen increased participation from South Korean galleries in Frieze fairs in the US and Europe. "There has also been a notable rise, I believe, in the profile of Korean artists, partly due to the international spotlight we've been able to provide, leading to greater visibility for Korean artists in institutional shows globally," Fox remarked.

Participation in Frieze's international fairs is contingent upon an application and selection process by a committee. Fox believes that the relationships cultivated in Abu Dhabi could encourage more galleries from the region to apply, while also increasing the committee's familiarity with their work. "The more our committee learns about and feels comfortable with galleries from the region, the more likely they are to be accepted into the fairs," he explained. "Seeing galleries from the region participate in Frieze fairs globally would be a significant achievement, and I anticipate this will happen, as we've observed in Seoul." Frieze Abu Dhabi runs from November 19 to 22 at Manarat Al Saadiyat, with the first day being invitation-only and public access commencing on November 20.