Fifth consecutive year as official partner since 2022 debut

Collaboration with artist Lee Kang-so

'Will continue to deliver differentiated customer experiences'

BMW Korea successfully completed its run as an official partner of Frieze Seoul 2026, the international art fair held at COEX in Gangnam-gu, Seoul, from Wednesday through Friday. [Provided by BMW Korea]
BMW Korea successfully completed its run as an official partner of Frieze Seoul 2026, the international art fair held at COEX in Gangnam-gu, Seoul, from Wednesday through Friday. [Provided by BMW Korea]

BMW Korea announced Monday that it had successfully completed its role as an official partner of Frieze Seoul 2026, the international art fair held at COEX in Gangnam-gu, Seoul, from Wednesday through Friday.

The automaker has partnered with Frieze Seoul every year since the fair's inaugural edition in 2022, using the five-year collaboration to expand the intersection of art and mobility. This year, BMW Korea teamed up with Lee Kang-so, a pioneer of Korean experimental art, to present an immersive exhibition weaving together painting, video, drawing and mobility.

Rather than simply placing artworks in a space, the installation transformed the entire BMW Excellence Lounge into a single work of art. The space captured the memory of the city, the act of movement, and fleeting sensory impressions, while the BMW XM Label — the brand's high-performance M-exclusive SAV — was positioned as a sculptural element connecting Lee's artistic world with the surrounding environment, creating a space where the vehicle's commanding presence and the work's free-flowing energy complemented each other.

On the opening day, Wednesday, Lee took part in an artist talk, sharing the background of the collaboration, his creative process, and the artistic ideas embedded in the BMW Excellence Lounge. He also discussed with attendees how his artistic vision and BMW's approach to mobility came together within a single space.

In addition, a test-drive program featuring the BMW 7 Series flagship sedan and the all-electric BMW i7 was available at the fair, allowing registered participants to experience the driving characteristics and convenience features of both models firsthand.

BMW Korea also deployed a fleet of 20 luxury-class vehicles — including the 7 Series and i7 — as official VIP shuttles, so that visitors could experience the comfort and refinement of BMW's luxury lineup on their way to the venue.

"We will continue to collaborate with the arts and culture community to deliver differentiated brand experiences that bring together art, technology and mobility," a BMW Korea spokesperson said.

Meanwhile, BMW Korea has been broadening its customer touchpoints through a range of marketing activities, including the recent launch of a September online limited edition — the BMW X5 M60i xDrive Pro M Performance Parts Edition — through BMW Shop Online.


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