To mark its fifth anniversary, Gallery Climate Coalition (GCC) is proud to launch 10% Of, a pioneering fundraising and visibility initiative debuting at Frieze London and Frieze Masters 2025.

Reimagining the familiar "10% off" sale sign, 10% Of transforms a symbol of the marketplace into one of generosity, shared responsibility, and collective climate action.

From 10% Off to 10% Of

In the art market, a 10% discount is a long-standing convention. 10% Of flips that logic - channelling the same percentage toward sustaining the sector's climate response.

Inspired by 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."

The initiative invites collectors to see their purchase as more than a transaction - it's a contribution to climate progress across the visual arts.

Participating Galleries

The debut of 10% Of brings together leading international galleries including:

Axel Vervoordt · BASTIAN · Berry Campbell · D'LAN CONTEMPORARY · Edel Assanti ·  Frith Street Gallery · Hauser & Wirth · Hollybush Gardens · Kate MacGarry · Lisson Gallery · Maisterravalbuena ·  Michael Werner Gallery · October Gallery · Pedro Cera · Peter Blum Gallery · Pippy Houldsworth Gallery · Sadie Coles HQ · Seventeen Gallery · Soft Opening · Sprüth Magers · Thaddaeus Ropac · Thomas Dane Gallery · Tiwani Contemporary · Union Pacific · Victoria Miro · Waddington Custot · White Cube

Each has nominated works from their Frieze presentations to be part of the scheme, showcased via a dedicated Frieze Online Viewing Room.

Among the highlights is Eis (2025) by Thomas Demand - a monumental depiction of fragile ice sheets constructed from paper and cardboard, capturing the vulnerability and urgency at the heart of this project.

A Collective Response

The launch coincides with GCC's fifth anniversary and the countdown to COP30, a crucial milestone in the international climate calendar.

As the effects of the climate crisis intensify, 10% Of demonstrates how the art sector can mobilise its market dynamics to create measurable impact. Every contribution supports GCC's work to cut emissions, advocate for sustainable practices, and build climate literacy across the visual arts.

About Gallery Climate Coalition

Founded in 2020, Gallery Climate Coalition (GCC) is a charity and international membership organisation leading the visual arts in climate action. With over 2,000 members in 60+ countries, GCC equips the sector with free tools, research, and guidance to align with the Paris Agreement and achieve a 50% reduction in emissions by 2030.

Over the past five years, GCC has:

• Developed the widely used Carbon Calculator for the visual arts

• Led advocacy to reform fine art insurance and support low-carbon transport

• Established alliances such as the Art Fair Alliance for Environmental Responsibility

• Published sector-wide best practice guidelines for emissions and waste reduction

Join the Movement 

By acquiring a work marked as part of 10% Of, collectors directly contribute to sector-wide climate action, sustaining the tools, research, and advocacy that enable the art world to reduce its environmental impact.

"By reframing a standard art market gesture, the initiative shows how the sector can work together to drive systemic change. It's a demonstration of collective action with an impact greater than the sum of its parts."
- Frances Morris, Chair of the Board, Gallery Climate Coalition

Explore participating artworks through the Frieze Viewing Room or learn more about GCC's impact below.

Learn More

www.galleryclimatecoalition.org

Press Coverage

• The Art Newspaper: Frieze to launch climate change fundraising initiative at its London fairs
• ARTnews: Blue-Chip Galleries at Frieze London Will Donate Portion of Sales to GCC
• Monopol: Media Review

For press enquiries:

Isabel Davies - isabel@sam-talbot.com
Gwyneth Tambe-Green - gwyneth@sam-talbot.com