'Material Practice' section sponsorship brings technology and art together

'U+ Lounge' to feature collaboration with artist Eric Oh

'U+ Space' to unveil new direction at Sept. 16 reopening

An exhibition image from Frieze Seoul 2026, where LG Uplus is participating as an official partner. [LG Uplus]
An exhibition image from Frieze Seoul 2026, where LG Uplus is participating as an official partner. [LG Uplus]

LG Uplus is joining the Frieze Seoul 2026 art fair as an official partner — the first South Korean telecom company to do so. The company plans to link the event with the upcoming reopening of its cultural space "U+ Space" to offer customers a new arts experience.

LG Uplus said Wednesday it will operate an exclusive customer lounge at Frieze Seoul 2026, which opened that day at COEX in Seoul. The lounge will feature a media art exhibition alongside a rest area. Customers holding any type of Frieze Seoul ticket will also have access to the VIP lounge inside the venue.

Frieze is an art fair that began in London in 2003. It is known as a global event where leading galleries, artists and collectors gather to exhibit and trade contemporary art in major cities around the world. Frieze Seoul, the edition LG Uplus is joining, serves as a flagship cultural event connecting the Asian and global art scenes and has been co-hosted annually with Kiaf Seoul since 2022.

This year's Frieze Seoul features more than 125 galleries from 30 countries. A highlight is the debut of "Material Practice," a new section exploring fine art and materiality and examining the relationship between contemporary art and design. LG Uplus will serve as the official partner of the Material Practice section.

As the first South Korean telecom to take on that role, LG Uplus said it aims to support craft art and convey the message that people remain at the center of creativity even in the age of AI. The company added that its partnership with Frieze will help showcase the value of art to a broader audience.

The "U+ Lounge," which will operate throughout the fair, is built around a collaboration with Eric Oh, an animation director and media artist. A former Pixar animator, Oh worked on "Inside Out" and "Finding Dory" and became the first Korean animator nominated in the short film category at the Academy Awards for his short "Opera."

Oh will present both signature works and new pieces at the exhibition, offering visitors an immersive media art experience. The U+ Lounge is organized around "Cycle," a theme central to Oh's body of work. Visitors will be able to see "Opera" alongside new works making their Seoul debut, as well as explore an immersive media art installation.

LG Uplus will also use Frieze Seoul to unveil for the first time the new direction of "U+ Space," which reopens Sept. 16. The company said it aims to relaunch the venue as a participatory art platform where emerging artists and visitors grow together. AI-based services, including an AI docent, will also be introduced.

"What matters most in the age of AI is the experience of connecting people," said Kim Da-rim, head of marketing communications at LG Uplus. "Through Frieze Seoul and U+ Space, we will continue to explore diverse ways for more customers to experience art and creativity in their everyday lives."


chami@heraldcorp.com