BMW Korea Partners with Frieze Seoul Art Fair for Fifth Year

BMW Korea is set to participate as an official partner in the upcoming Frieze Seoul art fair, marking its fifth year of involvement since the prestigious international art event's debut in Asia in 2022. The luxury automaker's commitment extends globally, with the BMW Group having sponsored Frieze art fairs for nearly two decades.

This year's participation will feature a unique collaboration with Lee Kang-so, a pioneering figure in Korean experimental art. The BMW Excellence Lounge will transform into an immersive space, exploring themes of memory, movement, and the ever-changing flow of the world through the artist's unique perspective. The BMW XM Label, known for its powerful design and dynamic energy, will be integrated as a sculptural element, fostering an interactive experience between the artwork, the vehicle, and the visitors.

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We will present a space where the artist's artistic attitude of exploring new possibilities and BMW's leadership in driving innovation meet.

BMW Korea has a history of enhancing the Frieze Seoul experience. In previous years, the company has showcased 'art cars' – vehicles transformed into artworks through collaborations with artists like Lee Kun-yong. They have also provided exclusive VIP services, including shuttle transportation and test drive programs, for attendees. This year, the company continues these offerings alongside the exhibition.

Beyond the main art fair, BMW Korea is also extending its partnership to 'Frieze Music Seoul 2026', scheduled for September 3rd. This musical component will feature performances by DJ APRO and singer Roy Kim, further integrating BMW's brand into the cultural landscape of Seoul.

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The BMW Excellence Lounge space, where mobility and Lee Kang-so's work organically intersect, captures the city's memories, movement, and the flow of energy, offering visitors a chance to experience the ever-changing world anew.