In Seoul, the renowned contemporary art fair will no longer take place at the Korea Exhibition Center (COEX). Starting in 2027, Frieze Seoul will move to the Dongdaemun Design Plaza (DDP), the iconic multi-functional complex designed by Zaha Hadid Architects and inaugurated in 2014. The immediate reason for the move is the upcoming redevelopment of COEX, following a master plan by Heatherwick Studio set for completion in 2029.
This will overhaul the center’s façade and interior spaces to create a more open, publicly integrated urban campus. Frieze Seoul, one of Asia’s premier contemporary art fairs, will shift from COEX to DDP after five editions there, marking the first time the fair will not share a venue with Kiaf Seoul, which remains at COEX.
The move signifies a broader shift: Frieze will embed itself in a district rich in historical layers, blending art, fashion, trade, and culture. The DDP’s architecture, designed by Zaha Hadid, features fluid, dynamic surfaces and a seamless metallic skin that transforms with daylight and nighttime city lights. Inside, the complex spans four subterranean and four above-ground levels, housing exhibition halls, design facilities, educational spaces, and public areas.
The fair’s program will occupy a more compact footprint, fostering a curated dialogue with its urban and archaeological context. The relocation allows Frieze to test new operational models against an architecture that challenges traditional exhibition spaces.