Gallery Climate Coalition Launches ‘10% Of’ at Frieze London and Frieze Masters 2025
The new initiative celebrates GCC’s fifth anniversary with a bold call for collective climate action in the art world
The new initiative celebrates GCC’s fifth anniversary with a bold call for collective climate action in the art world
To mark its fifth anniversary, Gallery Climate Coalition (GCC) announces the launch of ‘10% Of’, a new fundraising and visibility initiative debuting at Frieze London and Frieze Masters 2025.
‘10% Of’ reimagines the familiar language of a ‘10% off’ sale sign for the context of Frieze, transforming the idea of a markdown into one of generosity and shared responsibility. Nodding to the 10% discount often offered by galleries to collectors, the initiative redirects this mechanism of the market towards climate action outcomes.
The concept draws inspiration from artist Gary Hume’s reflection: ‘I can’t claim to be an environmental activist, I’m more like a ten percent activist. But I think there are lots of us who are ten percent activists, and if you put a lot of ten percent together, it begins to add up.’
Inviting participating galleries to nominate artworks from their stands and pledge 10% of the sale price to support climate action in the visual arts, the pioneering fundraising initiative is built on a simple yet powerful idea: by using the mechanisms of the art market, the art world can drive meaningful, collective change in response to the climate crisis.
The project will launch with a range of artworks from leading galleries, including:
- Axel Vervoordt
- Edel Assanti
- Frith Street Gallery
- Gagosian
- Hauser & Wirth
- Hollybush Gardens
- Kate MacGarry
- Lisson Gallery
- Pippy Houldsworth Gallery
- Sadie Coles HQ
- Soft Opening
- Sprüth Magers
- Thaddaeus Ropac
- Thomas Dane Gallery
- Victoria Miro
- D'LAN CONTEMPORARY
- October Gallery
- Peter Blum Gallery
- Berry Campbell
- Maisterravalbuena
- BASTIAN
- Pedro Cera
Participating galleries have nominated works from their Frieze presentations to be part of the scheme and the works will be presented ahead of the fair via a dedicated online viewing room hosted by Frieze. Amongst the nominated works is Eis (2025) by acclaimed German artist Thomas Demand – a monumental depiction of fragile ice sheets made from paper and cardboard, embodying the urgent themes at the heart of the project.
The initiative comes at a pivotal moment: October 2025 marks GCC’s fifth anniversary and coincides with the run-up to COP30, the UN’s pivotal, global climate summit and a milestone in the international climate calendar. The urgency could not be greater, with global emissions still rising, record-breaking temperatures, and mounting evidence of climate impacts already reshaping societies and economies. The need for bold, collective action is clear.
About GCC
GCC is the leading environmental non-profit for the global visual arts, with over 2,000 members in 60+ countries representing 25,000+ arts professionals. Over the past five years, GCC has mobilised its international membership, equipping the sector with free resources such as its widely used carbon calculator, best-practice sector guidelines, and research to cut emissions in line with the Paris Agreement, established at COP21. Through advocacy, alliances such as the Art Fair Alliance for Environmental Responsibility, as well as its lobbying of fine art insurers to adapt their policies on artworks transported via sea freight, GCC has established itself as the leading force for climate responsibility in the visual arts.
Further Information
Frieze London and Frieze Masters, The Regent’s Park, 15 – 19 October 2025.
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