Art

Jeff Koons Returns to Gagosian for Frieze New York

Jeff Koons reunites with Gagosian for a headline-grabbing solo booth at Frieze New York 2025, featuring three monumental Hulk Elvis sculptures.

Por: Angela Leon Cervera April 29, 2025

Jeff Koons is back with Gagosian—and the art world is watching closely. After a high-profile departure and brief stint with Pace Gallery, the artist reunites with Gagosian for a solo presentation at Frieze New York 2025.

This marks Koons’s first solo showing with the gallery in nearly four years and is set to dominate conversation at this year’s fair.

Running May 7–11 at The Shed, the booth features three major sculptures from Koons’s Hulk Elvis series:

Hulk (Organ) (2004–2014)
Hulk (Tubas) (2004–2018)
Hulk (Dragon and Turtle) (2004–2021)

These works are staged against a custom vinyl backdrop adapted from his 2007 painting Triple Hulk Elvis III, creating a highly theatrical display that underscores Koons’s flair for precision and spectacle.

What Is the Hulk Elvis Series—and Why Does It Matter?

Begun in 2004, the Hulk Elvis series reimagines the iconic green rage monster through the lens of Cold War pop imagery and spiritual symbolism. The hulking figures appear menacing yet protective, merging maximalist aesthetics with deeper conceptual themes.

Crafted from bronze and mixed media, their glossy surfaces mimic inflatable toys, a nod to Koons’s love of consumer iconography. Two of the works—Hulk (Organ) and Hulk (Tubas)—are fully functional musical instruments, turning sound into sculpture.

What’s Behind Koons’s Return to Gagosian?

Koons left Gagosian (and David Zwirner) in 2021 to work exclusively with Pace Gallery. That partnership was short-lived.

According to reporting by Artnet News, Pace had pre-funded a costly series of Meissen-inspired sculptures, but the project stalled amid financial tensions. Koons ultimately walked away, leaving the multimillion-dollar endeavor unfinished.

His return to Gagosian may not only be about creative alignment but also a pragmatic pivot. As interest in his market ebbs and flows, the booth at Frieze signals a recalibration—possibly even a comeback.

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Is the Market Still Hungry for Koons?

Despite legal disputes and delayed commissions in recent years, Koons still holds the record for the most expensive artwork sold by a living artist: Rabbit (1986), which fetched $91.1 million at Christie’s in 2019.

The three Hulk Elvis works come from Koons’s personal collection, and while Gagosian declined to comment on pricing, interest is likely to be high. As always, Koons has orchestrated every element of the booth’s design—a reminder of the meticulous control he wields over his image and output.

Jeff Koons at Frieze New York 2025

When and where is Frieze New York 2025? May 7–11, 2025, at The Shed, New York City.
Which works are on view? Three sculptures from the Hulk Elvis series: Hulk (Organ), Hulk (Tubas), and Hulk (Dragon and Turtle).
Is this Koons’s first show with Gagosian since 2021? Yes, this marks his first solo presentation with Gagosian since leaving the gallery in 2021.
Are the sculptures for sale? Likely, though Gagosian has not disclosed pricing.
Why is the presentation significant? It represents a major career pivot and potential reset for Koons after his short-lived tenure with Pace.

Jeff Koons’s return to Gagosian during Frieze New York 2025 blends the artist’s love of theatricality with his ever-watchful brand strategy. Whether this marks a bold new chapter or a calculated reroute remains to be seen. But one thing is certain: when Koons makes a move, the art world takes notice.