The fifth edition of the art fair will take place at COEX in southern Seoul from Sept. 2–5, bringing together more than 125 galleries from 30 countries.
BMW Korea has participated as an official partner since the inaugural Frieze Seoul in 2022. This year, Lee’s paintings, video works and drawings will be installed alongside a vehicle throughout the BMW Excellence Lounge.
Titled “Urban Memory, a Field of Flowing Sensation,” the project approaches the lounge itself as an exhibition space rather than presenting the works as a series of separate objects. The installation addresses movement through the city, accumulated memory and changing forms of perception.
Lee participated in Korean avant-garde movements including Shincheje, the Korean Avant Garde Association and Ecole de Séoul during the 1970s. He has since worked across painting, sculpture, installation, printmaking, photography, video and performance, with a continuing focus on the perception and recognition of images.
The BMW XM Label, a high-performance Sports Activity Vehicle developed exclusively for BMW M, will be positioned as a sculptural element linking Lee’s work with the surrounding space. The installation is designed to bring the vehicle, artworks and visitors’ movements into the same environment.
BMW Korea will also operate a shuttle service for Frieze Seoul VIP guests and provide vehicle test-drive programs for fair visitors.
On Sept. 3, the company will participate as an official partner of Frieze Music Seoul 2026 at Dugahun in central Seoul. The program will feature performances by DJ and producer APRO and singer Roy Kim.
The opening day of Frieze Seoul on Sept. 2 is invitation-only. Public admission begins at 3 p.m. on Sept. 3, with the fair open from 11 a.m.–7 p.m. on Sept. 4 and 5.
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