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Add Texture to GoogleIn London, the buzz surrounding Frieze Week is no longer measured solely by the volume of transactions or the exclusivity of opening receptions, but also—and increasingly—by the environmental responsibility of market participants. For its second edition in October 2026, the “10% Of” initiative, led by the Gallery Climate Coalition (GCC), is taking over the fair’s aisles and private spaces across the British capital. The concept is based on a clever twist on commercial conventions: transforming the 10% discount traditionally granted to collectors into a funding mechanism for climate action.
This approach draws its philosophy from a reflection by British artist Gary Hume. By describing himself as a “10% activist,” Hume has paved a pragmatic path for those who, without claiming absolute activist purity, wish to align their professional activities with a transition agenda. The mechanism is straightforward: each participating gallery designates one or more specific works. Upon sale, the gallery commits to donating to the charity either 10% of the total price or 10% of its own commission. The funds raised in this way help ensure the GCC’s long-term sustainability, particularly through the development of carbon calculation tools made available to the sector free of charge and by supporting professionals in drastically reducing their environmental footprint.
An Expanded Scope Despite Mixed Participation
The 2026 edition marks a structural shift. While the 2025 launch was strictly limited to the booths at Frieze London and Frieze Masters, the initiative now extends to exhibitions held within London galleries themselves. Thirteen galleries have answered the call this year, including major names on the international scene such as Hauser & Wirth, Thaddaeus Ropac, Victoria Miro, Thomas Dane Gallery, and Waddington Custot. Galleries such as Kate MacGarry, Hollybush Gardens, and October Gallery round out this committed group.
Among the standout works submitted for this initiative are Ian Davenport’s *Blossom* (2023) at Waddington Custot, as well as Hurvin Anderson’s *Grafting Study II*, presented by the Thomas Dane Gallery. However, this mobilization comes with a mixed bag: the number of participating galleries has nearly halved compared to the inaugural edition, which featured more than twenty signatories. Major players such as Gagosian, Sprüth Magers, White Cube, and Lisson no longer appear on the list of contributors for 2026.
The financial stakes, however, remain significant. When it launched in October 2025, the initiative raised over £33,000 (approximately €38,000). Although the goal for 2026 has not been officially announced, the GCC hopes to maintain sufficient fundraising momentum to support its research ambitions.
Auctions as a Lever: The Partnership with Christie’s
Alongside the “10% Of” initiative, environmental solidarity is also on display under the auctioneer’s hammer. As part of the “Artists for Climate Action” program—a collaboration between the coalition and the legal NGO ClientEarth—Christie’s is including two charity lots in its prestigious October auctions in London. The net proceeds from these sales will be split equally between the GCC and ClientEarth.
The centerpiece of this lot is a work by Igshaan Adams dated 2026, titled *The certainty of being a rose (ii)*. Estimated at between £60,000 and £80,000 (approximately €69,000 to €92,000), it demonstrates the artists’ direct commitment to the cause. Alongside it, *Brilhante*, a painting by Patricia Leite also created in 2026, is estimated at between £20,000 and £30,000 (approximately €23,000 to €34,500). These catalog estimates are preliminary figures that will depend on the actual auction results, but they confirm the institution’s commitment to linking the prestige of the secondary art market to the climate emergency.
The Tangible Results of a Growing Coalition
Founded in 2020 and led by Heath Lowndes, the Gallery Climate Coalition has set itself an ambitious roadmap: to reduce CO₂e emissions in the visual arts sector by 50% by 2030 and move toward zero waste. While the organization claims to have more than 400 member galleries worldwide, the distinction between membership in principle and actual action remains a point of concern. Only 16 galleries are currently listed as “active members,” a status that requires concrete demonstration of the implementation of the best practices established by the organization.
Despite these disparities, the initial indicators of overall performance offer cause for some optimism. According to the first progress report published by the GCC (Stocktake Report), 79% of founding members have succeeded in reducing their carbon footprint by more than 25%. These figures validate the effectiveness of the technical tools provided by the coalition, even though the challenge remains to convince the majority of the market to move from symbolic support to a profound operational transformation. The “10% Of” initiative acts as a bridge here, transforming a standard business negotiation practice into a lifeline for the arts ecosystem.