Understand the fair format
Frieze Seoul presents international and regional galleries and runs alongside a wider week of exhibitions and events. The 2026 edition took place from 2 to 5 September at COEX. Dates, sections, opening hours and ticket types change by edition and should be checked on the current Frieze page.
Set a viewing brief
Collectors and advisers should identify artists, periods, media and price ranges before arrival. Museum and brand teams may instead prioritise institutional relationships, commissions or cultural partnerships. A written brief makes booth conversations more precise.
Book meetings with context
Share the people attending and the purpose of the appointment. For a gallery meeting, specify artists or works of interest; for a partnership discussion, state the proposed audience, scope and decision timetable. Keep confidential financial or client information outside casual fair-floor conversations.
Connect COEX with the city
Seoul’s gallery districts and museums can add context, but travel times require discipline. Group visits geographically, preserve fixed appointments and leave space to revisit works after an initial viewing. Record inventory details and follow up through the gallery’s formal channel.
How ICON IMAGE PRIVATE ACCESS can assist
ICON IMAGE PRIVATE ACCESS can coordinate a professional Seoul programme, appointments, guest schedules, transport and introductions around the official fair. Tickets, previews and invitation-only access remain subject to Frieze and participating organisations.