BMW Korea to Participate as Official Partner of 'Frieze Seoul 2026'... Joint Exhibition with Artist Lee Kang-so

*This content was translated by AI.

BMW Korea announced it will participate as an official partner in the world-renowned art fair 'Frieze Seoul 2026,' held from September 2 to 5 at COEX in Gangnam-gu, Seoul. Marking its fifth edition, Frieze Seoul 2026 features over 125 major galleries from 30 countries around the world, highlighting contemporary modern art and offering a diverse array of exhibitions ranging from masters of art history to emerging artists.

BMW Korea has continuously supported Frieze Seoul since its inaugural event in 2022, and this year collaborates with Lee Kang-so, a pioneer of Korean experimental art. Artist Lee Kang-so, who works across various media including painting, performance, installation, and video, has presented works that focus on the process of change rather than fixed forms through free brushstrokes and use of negative space. In this exhibition, BMW Korea transforms the entire BMW Excellence Lounge space into a single work of art, capturing urban memories, movement, the flow of energy, and fleeting sensations.

Notably, the 'BMW XM Label,' an exclusive ultra-high-performance SAV from BMW M, is arranged as a sculptural element within this space, creating a scene where the free-flowing dynamics and energetic force within the artwork resonate with visitors.

In addition, BMW Korea will operate a shuttle service for VIP attendees during the event period and provide on-site test drive programs for Frieze Seoul visitors. Furthermore, as an official partner of 'Frieze Music Seoul 2026,' held on September 3 at Dugahyeon in Jongno-gu, Seoul, BMW Korea will present performances by DJ APRO and singer Roy Kim.

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*This content was translated by AI.