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 sector by supporting climate action through collective funding. Nearly thirty galleries, including major names like Gagosian and White Cube, have joined the scheme, which seeks to demonstrate environmental commitment and drive systemic change. The initiative coincides with calls for the art world to reduce its reliance on private jets, a significant contributor to environmental pollution.
Why It's Important?
The '10% Of' initiative represents a proactive step by the art world to address its environmental impact, particularly in light of the industry's significant carbon footprint. By channeling funds into climate action, galleries can contribute to sustainable practices and support research and advocacy efforts. This move also highlights the growing awareness and responsibility among artists, galleries, and collectors to mitigate their environmental impact. The initiative could inspire other sectors to adopt similar models of collective fundraising for climate action, fostering a culture of sustainability across industries.
What's Next?
The initiative aims to expand beyond Frieze to other art fairs and events, establishing itself as a standard practice within the art sector. Galleries are expected to continue reducing emissions and waste, aligning their operations with environmental goals. The art world may face increased pressure to address the use of private jets, with stakeholders advocating for more sustainable travel options. As the initiative gains traction, it could lead to broader discussions on environmental responsibility and the role of cultural institutions in climate action.
Beyond the Headlines
The initiative raises ethical questions about the art world's environmental practices, particularly the use of private jets by prominent collectors and gallerists. It challenges the industry to balance luxury and sustainability, potentially leading to shifts in cultural norms and values. The long-term impact could include changes in partnership dynamics, as companies like NetJets face scrutiny over their environmental policies.
