Fleet of 20 vehicles including BMW 7 Series and i7 deployed

Test-drive program available for booth visitors

BMW Korea is operating an official VIP shuttle service at Frieze Seoul 2026, the international art fair running through Saturday at COEX in Gangnam-gu, Seoul, deploying a fleet of 20 luxury-class vehicles including the BMW 7 Series and i7. [Provided by BMW Korea]
BMW Korea is operating an official VIP shuttle service at Frieze Seoul 2026, the international art fair running through Saturday at COEX in Gangnam-gu, Seoul, deploying a fleet of 20 luxury-class vehicles including the BMW 7 Series and i7. [Provided by BMW Korea]

BMW Korea announced Wednesday that it is operating an official VIP shuttle service at Frieze Seoul 2026, the international art fair running through Saturday at COEX in Gangnam-gu, Seoul, deploying a fleet of 20 luxury-class vehicles for the event.

An official partner of Frieze Seoul since its inaugural edition in 2022, BMW Korea has again arranged shuttle service this year so that visitors' artistic experience extends seamlessly to their travel. VIP members of Frieze Seoul can use a shuttle fleet comprising the BMW 7 Series and i7 to travel between designated pickup locations and the COEX venue.

The BMW 7 Series and the all-electric BMW i7 offered as VIP shuttles feature a spacious and comfortable cabin, finely tuned ride quality, and intuitive digital convenience features. The i7, in particular, adds the exceptional quietness and smooth driving feel of a pure-electric flagship sedan, delivering a more refined travel experience.

In addition, a test-drive program is available at the Frieze Seoul venue, allowing visitors to experience BMW's luxury-class lineup firsthand. Attendees of Frieze Seoul 2026 can sign up for a test drive on-site.

At this year's Frieze Seoul, BMW Korea is collaborating with Lee Kang-so, a pioneer of Korean experimental art, to present an immersive exhibition in which painting, video, drawing and mobility come together organically.

The entire BMW Excellence Lounge will be realized as a single work of art, with the BMW XM Label — a high-performance SAV exclusive to the BMW M lineup — positioned as a sculptural element, completing a space where artworks, vehicles and visitors engage in dialogue.

Meanwhile, BMW Korea is extending its partnership with Frieze into the music sphere. The company will participate as an official partner in Frieze Music Seoul 2026, to be held Thursday at Dugaheon in Jongno-gu, Seoul.


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