When the Calendar Overflows: Frieze London, Paris+ and the Art World’s Dilemma

Every October, London's art scene intensifies as Frieze London and Frieze Masters transform Regent’s Park into a hub for galleries, collectors, and art professionals. In 2025, the two fairs hosted over 280 galleries from 45 countries.

This year introduced an additional layer of complexity: while London was hosting Frieze from October 15–19, the spotlight quickly shifted to Paris+ par Art Basel just days later. Two major international fairs, back-to-back, in two different capitals. This proximity raises questions about the impact on the market, participants, and the concept of choice in an increasingly crowded art calendar.

The Fair and Its Market Context

Frieze London’s 2025 edition reaffirmed its market vitality. Christie’s 20th/21st Century Evening Sale in London during Frieze Week realised £106.9 million, a 30% year-on-year increase and the highest such result in seven years.

Sotheby’s also reported strong results during the same period. Their Contemporary Evening Auction achieved £63.5 million, led by Francis Bacon’s Portrait of George Dyer in a Mirror, which sold for £17.6 million.

Meanwhile, gallery booths reported strong six- and seven-figure results. At Frieze London and Masters 2025, highlights from Hauser & Wirth included:

• At Frieze Masters: a Gabriele Münter for CHF 2.4 million (~$3.01 million)
  
  

• At Frieze London: a new painting by Avery Singer for ~$800,000; an Ellen Gallagher painting for ~$950,000
  
  

Overall, the fair showed solid results. The market’s moving, collectors are buying, and galleries are making sales.

Art Basel Paris 2025: A Global Spotlight

Art Basel Paris 2025, held at the Grand Palais from October 23–26, attracted 206 galleries from 41 countries and territories, with over 73,000 attendees across VIP and public days. The fair showcased a diverse range of works, from blue-chip artists to emerging talents.

Notable sales included:

• Hauser & Wirth sold a 1987 Gerhard Richter abstract painting for $23 million, marking one of the fair’s top reported prices.
  
  

• Pace Gallery reported significant sales, including Amedeo Modigliani’s Jeune fille aux macarons (1918) for just under $10 million to a European institution.
  
  

• Other notable sales included works by Julie Mehretu, Leiko Ikemura, and emerging artists like Yu Nishimura and Özgür Kar, reflecting the fair’s broad appeal across market segments.
  
  

Despite a global art market downturn, with sales falling 12% year-over-year globally and 10% in France, Art Basel Paris 2025 demonstrated resilience and continued demand for high-quality artworks Vogue Business.

The Density Problem

But herein lies the paradox: while numbers are good, the ecosystem in which they are achieved is increasingly compressed. The global art-fair calendar now resembles a race rather than a rhythm: multiple major events in quick succession.

For London-based professionals and collectors, the expectation is clear: show up, be present, cover everything. But when the calendar becomes saturated—London one week, Paris the next—the question becomes not only what you attend, but what you skip.

Furthermore, for galleries, the economic burden is real: participating in two major fairs within a short timespan means repeat shipping, staffing, logistics, travel—and the risk that collectors may choose to sit one out or wait for the next city.

The London-Paris Dilemma

Historically, Frieze London held the autumn contemporary-art crown in Europe. But with Paris+ now emerging as an international destination, the competition for attention, capital, and personnel grows. The crunch point: if collectors are already committed or exhausted in London, will Paris+ benefit or suffer? Will the presence of two major fairs so close together dilute each other rather than amplify market momentum?

Here’s the reflective question: given that Frieze London posted strong figures, could the numbers have been even higher if the market did not have to split focus between London and Paris in consecutive weeks? If collectors and galleries had more breathing space, might the conversions, pricing, and bidding dynamics have been stronger?

FOMO and the Paradox of Abundance

The term “FOMO”—fear of missing out—takes on new meaning when the art calendar is stacked. It’s no longer about one event; it’s about being everywhere. The risk: attendance becomes more about being seen than seeing; being present than engaging.

Collectors say they feel pulled in multiple directions. Galleries note that follow-up, meaningful interaction, and quiet deal-making are harder when the pace is relentless. In effect, the abundance of opportunity may be leading to a scarcity of attention.

A Moment for Strategic Reflection

The strong results at Frieze London and Art Basel Paris are encouraging. They validate London’s position, reinforce market confidence, and demonstrate that art-world activity remains robust in uncertain times. Yet the structural test remains: how many major events can the market sustain in close proximity before diminishing returns set in?

Collectors may begin to prioritise: select fewer fairs, allocate capital more cautiously. Galleries may rethink: focus on quality engagement rather than maximal exposure. London retains its role; the question is how the rhythm of attendance will evolve.

Sources:

Frieze, “All the galleries you can see at Frieze London and Frieze Masters 2025”, Frieze.com, Oct 2025, https://www.frieze.com/article/all-galleries-you-can-see-frieze-london-and-frieze-masters-2025

Christie’s, “20th/21st Century London/Paris Sale Results, October 2025”, Christies.com, Oct 2025, https://www.christies.com/en/stories/20th-21st-century-london-paris-sale-results-october-2025-a0bbba3aa10944068bab749559eeed83

Paris je t’aime, “Paris+ par Art Basel”, Paris je t’aime – Office du Tourisme de Paris, Oct 2025, https://parisjetaime.com/eng/event/paris-plus-par-art-basel-e274

Arte por Excelencias, “Art Basel Paris 2025 Announces Exhibitor List and Key Highlights for the Upcoming Edition”, Arte por Excelencias, Oct 2025, https://www.arteporexcelencias.com/en/events/art-basel-paris-2025-announces-exhibitor-list-and-key-highlights-upcoming-edition

El País, “El mercado del arte cambia de marcha: Londres resiste el bache, pero el sector se enfría”, El País Cultura, Oct 2025, https://elpais.com/cultura/2025-10-18/el-mercado-del-arte-cambia-de-marcha-londres-resiste-el-bache-pero-el-sector-se-enfria.html

Art Basel, “Press Releases and Reports”, Art Basel Press Center, 2025, https://www.artbasel.com/press