Blue-Chip Galleries at Frieze London to Donate Portion of Sales to Gallery Climate Coalition

A Climate-Conscious Fair

This October, Frieze London and Frieze Masters will introduce a new fundraising initiative called “10% Of”, designed to benefit the Gallery Climate Coalition (GCC).

The project involves 22 leading galleries pledging to donate 10% of the sale price of selected works. While the percentage may seem modest, GCC stresses that “small actions taken together generate more meaningful impact.”

Who’s Involved

Among the participating galleries are some of the art market’s biggest names:

Gagosian
Hauser & Wirth
Thaddaeus Ropac
Lisson Gallery
Sprüth Magers
Sadie Coles HQ
Victoria Miro
Thomas Dane Gallery
Hollybush Gardens

In total, 22 galleries—about 8% of the more than 280 exhibitors—have committed to the project.

Why It Matters

The initiative coincides with GCC’s fifth anniversary. Since its founding, the group has sought to cut the art world’s carbon emissions by 50% by 2030, emphasizing the role of fairs in contributing to climate change.

“When you consider the impacts from air travel, venue energy consumption, and single-use waste, the rationale for engagement becomes clear,” said GCC director Heath Lowndes.

According to GCC research, a third of a gallery’s annual emissions can come from art fair participation, with air freight alone accounting for 70% of that figure.

Works on View

Each participating gallery has selected at least one work for the 10% Of initiative. The first confirmed piece is Thomas Demand’s Eis (2025), presented by Sprüth Magers.

The full selection will be revealed in a dedicated online viewing room launching October 4.

Beyond Frieze

GCC has previously partnered with Art Basel, MiArt Milan, and other fairs, though those efforts highlighted logistical hurdles for a small nonprofit. With 10% Of, the model is streamlined and scalable, relying on collaboration rather than infrastructure.

Funds raised will support GCC projects, including:

Climate Conversations Conference (with the Helen Frankenthaler Foundation & Teiger Foundation at MoMA, 2024)
Artist Toolkit for Environmental Responsibility
Art Fair Alliance (13 fairs committed to collective emissions cuts)
Upcoming Art+Climate Week London and the GCC Stocktake Report at COP30

FAQs

1. What is the 10% Of initiative?
A fundraising project where select galleries at Frieze London and Masters donate 10% of sales from chosen artworks to the Gallery Climate Coalition.

2. How many galleries are involved?
22 galleries, including major names like Gagosian and Hauser & Wirth.

3. Why 10%?
The figure references the discounts often given to top collectors and echoes artist Gary Hume’s concept of being a “ten percent activist.”

4. Which artworks are included?
The first confirmed work is Thomas Demand’s Eis (2025). More will be revealed on October 4 in an online viewing room.

5. Why is GCC focusing on art fairs?
Because art fairs generate some of the industry’s largest carbon footprints, due to international shipping, travel, and energy use.

6. What will the funds support?
Climate conferences, toolkits for artists, collaborative fair initiatives, and the GCC Stocktake Report on progress in the visual arts.

Conclusion

The 10% Of initiative at Frieze London and Frieze Masters represents a meaningful step toward climate accountability in the art world. By leveraging blue-chip galleries and high-value sales, GCC and Frieze are reframing how art fairs—traditionally carbon-intensive events—can contribute to a more sustainable future.

As the art world grapples with its environmental footprint, initiatives like this one suggest a growing recognition that even small percentages add up to big change.