What's Happening?
Frieze galleries have launched a new initiative called '10% Of' at Frieze London and Masters, encouraging galleries to donate 10% of the sale price of designated artworks to the Gallery Climate Coalition (GCC). This initiative aims to promote environmental engagement within the art world by supporting the GCC's efforts in climate action. Nearly thirty galleries, including major names like Gagosian, White Cube, and David Zwirner, have joined the initiative, offering a portion of their sales to fund sector-wide climate action. The initiative is seen as a step towards systemic change in the art sector, although it is acknowledged that more needs to be done to reduce emissions and waste, particularly concerning the use of private jets by collectors and gallerists.
Why It's Important?
The initiative represents a significant move towards environmental responsibility in the art world, which has been criticized for its carbon footprint, especially due to the frequent use of private jets by prominent figures. By committing to donate a portion of sales, galleries are not only supporting climate action but also setting a precedent for other sectors to follow. This could lead to broader adoption of sustainable practices across the industry, potentially influencing public policy and societal attitudes towards environmental conservation. The art world, known for its influence and reach, has the opportunity to lead by example in the fight against climate change.
What's Next?
The '10% Of' initiative is expected to expand beyond Frieze to other art fairs and events, encouraging more galleries to participate in climate action. There is hope that this model of collective fundraising will become a standard practice in the art sector, engaging collectors and supporting sustainable solutions. However, the initiative alone is not sufficient; galleries and individuals must also take responsibility for reducing their emissions and waste. The continued partnership between Art Basel and NetJets, a private jet company, highlights the ongoing challenge of balancing environmental commitments with luxury practices.
Beyond the Headlines
The initiative raises ethical questions about the role of luxury and excess in the art world, particularly the environmental impact of private jet travel. As galleries and collectors begin to prioritize sustainability, there may be a cultural shift towards valuing environmental responsibility over traditional markers of success and prestige. This could lead to long-term changes in how the art world operates, potentially influencing other industries to adopt similar practices.
