BMW returns as official partner of Frieze Seoul 2026, spotlighting Lee Kang-so

BMW Korea is teaming up with Lee Kang-so, a leading figure in Korean experimental art, to participate in Frieze Seoul 2026. Rather than displaying works on walls in the conventional manner, the exhibition will bring together paintings, video, drawings and a BMW vehicle in a single space.

BMW Korea announced Thursday that it will join the fifth edition of Frieze Seoul as an official partner. The fair runs Sept. 2–5 at COEX in Gangnam-gu, Seoul.

Frieze Seoul launched in 2022 and this year marks its fifth edition. More than 125 galleries from 30 countries will take part, showcasing works by contemporary artists.

BMW Korea has been a partner since the inaugural edition, making this year its fifth consecutive year of participation. For 2026, the automaker is collaborating with Lee on a dedicated exhibition space themed "Urban Memory, a Field of Flowing Sensation."

Lee has been active since the 1970s, working across painting, performance, installation, photography and video. Rather than rendering fixed forms, he employs free brushwork and negative space to create images and experiences that shift depending on how the viewer looks at them.

The exhibition will place Lee's paintings, video works and drawings together within a single space. BMW Korea plans to incorporate its BMW Excellence Lounge into the exhibition itself, using it to express themes of movement through the city, memory and the passage of change.

BMW's high-performance model, the XM Label, will also be positioned in the exhibition space — not as a standalone vehicle display, but as a sculptural element connecting Lee's works and the surrounding environment.

Visitors during the fair will have access to a driving experience program. A shuttle service will be provided for VIP guests, and test drives in BMW vehicles will be available to all attendees.

BMW Korea's collaboration with Frieze extends to music as well. The automaker will serve as an official partner of Frieze Music Seoul 2026, scheduled for Wednesday, Sept. 3, at Dugaheon in Jongno-gu, Seoul. Performances by DJ APRO and singer Roy Kim are planned for the event.