At the upcoming editions of Frieze London and Frieze Masters, a group of prestigious blue-chip galleries will donate 10% of the sale price of selected artworks to support the London-based nonprofit Gallery Climate Coalition (GCC).
The initiative, called “10% Of,” is a collaborative fundraising and visibility project aimed at addressing climate change within the art world.
What is the “10% of” Initiative?
The “10% Of” project brings together 22 participating galleries, representing around 8% of the more than 280 exhibitors across both fairs.
Launched in collaboration with GCC’s fifth anniversary, this initiative highlights the collective effort of galleries to reduce environmental impact and encourage sustainable practices in the arts.
Participating Blue-Chip Galleries
Some of the world’s most recognized galleries have committed to the project, including:
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Gagosian
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Hauser & Wirth
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Thaddaeus Ropac
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Lisson Gallery
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Sprüth Magers
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Thomas Dane Gallery
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Sadie Coles HQ
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Victoria Miro
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Hollybush Gardens
Each gallery has pledged at least one work from its booth, contributing 10% of its sale price to GCC.
The Mission of the Gallery Climate Coalition (GCC)
GCC’s core mission is to reduce carbon emissions in the art world by 50% by 2030.
As GCC Director Heath Lowndes explained:
“We saw an opportunity to combine these ideas into a new model of climate-focused giving that could feel both natural to the market and powerful in its impact.”
Art Fairs and Their Climate Impact
Art fairs are among the largest contributors to carbon emissions in the art sector. The main factors include:
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International shipping of artworks
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Air travel by collectors, dealers, artists, and curators
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High energy consumption at venues
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Single-use waste during events
According to GCC data:
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Around one-third of a gallery’s annual carbon footprint comes from art fairs.
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Air freight alone accounts for roughly 70% of this figure.
Selected Artworks and Online Viewing Room
The participating artworks will be showcased in a dedicated online viewing room, launching on October 4.
One confirmed highlight is:
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Eis (2025) by Thomas Demand, represented by Sprüth Magers.
Frieze’s Role in the Initiative
Romilly Stebbings, Director of Business Development at Frieze, commented:
“Frieze is proud to support GCC as they mark their fifth anniversary with the new ‘10% Of’ initiative. By raising funds and amplifying conversations around climate action, their work continues to challenge the art world to pursue a more environmentally responsible future.”
Previous GCC Climate Actions
The GCC has actively pursued climate initiatives, including:
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Hosting the Climate Conversations Conference at MoMA, New York
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Launching the Artist Toolkit for Environmental Responsibility
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Establishing the Art Fair Alliance, with 13 fairs committed to reducing emissions
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Planning Art+Climate Week during the U.N.’s COP30 in London
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Preparing the GCC Stocktake Report, a comprehensive review of climate progress in the visual arts
Full List of Participating Galleries
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Axel Vervoordt
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Edel Assanti
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Frith Street Gallery
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Gagosian
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Hauser & Wirth
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Hollybush Gardens
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Kate MacGarry
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Lisson Gallery
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Pippy Houldsworth Gallery
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Sadie Coles HQ
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Soft Opening
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Sprüth Magers
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Thaddaeus Ropac
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Thomas Dane Gallery
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Victoria Miro
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D’LAN CONTEMPORARY
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October Gallery
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Peter Blum Gallery
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Berry Campbell
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Maisterravalbuena
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BASTIAN
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Pedro Cera
Conclusion
The “10% Of” initiative at Frieze London and Frieze Masters demonstrates how collective action from leading galleries can drive meaningful environmental change.
By donating a portion of sales and raising awareness, the project not only funds GCC’s mission but also highlights the responsibility of the art world in combating climate change.
This effort shows that even small actions, when multiplied across many players, can lead to significant progress toward sustainability in the arts.
