BMW Korea will present an immersive exhibition space created in collaboration with Lee Kang So, a pioneer of Korean experimental art, at the global art fair Frieze Seoul 2026. BMW Korea announced on August 27 that it will participate as an official partner in Frieze Seoul 2026, which will take place from September 2 to 5 at COEX, Gangnam-gu, Seoul. This marks the fifth edition of Frieze Seoul, with over 125 leading galleries from 30 countries participating.
For this event, BMW Korea will transform the BMW Excellence Lounge into an art space with Lee Kang So’s work. The exhibition is themed around memory, movement, and the flow of the city. Rather than displaying artworks, BMW Korea plans to create an immersive setting where mobility integrates with Lee Kang So’s paintings, videos, and drawings. The BMW XM Label, a high-performance SAV exclusive to BMW M, will be featured as a sculptural element in the space. The model’s striking presence is expected to connect with Lee Kang So’s free-spirited artistic world, offering visitors an interactive experience where the vehicle, artworks, and audience converge.
Additionally, BMW Korea will operate a shuttle service for VIP visitors and a test-drive program for general attendees during Frieze Seoul.