Frieze New York 2025 opened its doors to collectors, museum leaders, artists, and other VIP guests on Wednesday, May 7. The thirteenth edition of the famed contemporary art fair brings together 67 exhibitors from over 25 countries at The Shed in New York City’s Hudson Yards neighborhood. It opens to the public on Thursday, May 8, and runs through Sunday, May 11.
“The Fair Is Off to a Great Start,” Says Gagosian
Gagosian’s booth at Frieze New York 2025 features a solo presentation of three works by the contemporary American superstar Jeff Koons. The trio of Incredible Hulk sculptures came from Koons’s personal collection. Gagosian installed Hulk (Organ), Hulk (Tubas), and Hulk (Dragon and Turtle) in front of a custom vinyl backdrop inspired by his 2007 painting Triple Hulk Elvis III. The larger-than-life sculptures resemble plastic balloons, but they are actually made of polyhromed steel.
Hulk (Tubas) was sold early on during Frieze New York’s VIP opening day. In a statement announcing the sale, Gagosian senior director Millicent Wilner said, “The fair is off to a great start and the response to our booth has been phenomenal.” While Gagosian does not disclose sales details, each of Koons’s Hulk sculptures is reportedly priced at around $3 million, likely making them some of the most expensive works on view at the contemporary art fair.
Day One Sales and New Ownership at Frieze New York
Despite a cooling contemporary art market, exhibitors at Frieze New York 2025 reported strong interest and several notable sales on the fair’s VIP opening day. Alongside Gagosian’s headline-grabbing Jeff Koons sale, White Cube reported the $1.59 million sale of a painting by British contemporary artist Tracey Emin. Meanwhile, Perrotin was among a handful of galleries that reported a sold-out booth, having sold all seven of its five- and six-figure paintings by figurative French artist Claire Tabouret.
The strong sales on Frieze New York’s opening day follow last week’s announcement of the Frieze brand’s transfer of ownership. Earlier this month, Endeavour Group Holdings sold Frieze to its former CEO, Hollywood superagent Ari Emmanuel. Valued at nearly $200 million, the Frieze company comprises the London-based magazine and several art fairs around the world, including Frieze New York.
