BMW is partnering with Frieze Seoul 2025, one of Asia’s top art fairs, taking place from September 3 to 6 at COEX in Gangnam. This year, BMW is celebrating two big anniversaries: 30 years of BMW Korea and 50 years of the BMW Art Car Collection. As part of the celebration, BMW has teamed up with famous Korean artist Lee Kun-Yong, who has created a special wrap for the fully electric BMW i7. This unique car will be on display at the BMW Lounge during the fair.
About the Artist and the Art Car
Lee Kun-Yong is a leading figure in Korean avant-garde art, known for his “Bodyscape” series, which uses his own body movements to create abstract art. For BMW, he has adapted this style to the i7, turning the car into a moving canvas that blends art, technology, and the driving experience. Lee says he hopes this collaboration will create new connections between art, people, and technology.
On September 4 at 1 p.m., Lee Kun-Yong will perform live at the fair, creating a new artwork inspired by his work with the BMW i7 and his ideas about movement, time, and space.
BMW Art Car World Tour
2025 marks 50 years of the BMW Art Car Collection, a series where artists turn BMW cars into works of art. The collection now includes 20 cars and is a key part of BMW’s global cultural projects. At Frieze Seoul, visitors can also see miniatures of 18 BMW Art Cars in the BMW Lounge.
Frieze Music and More
BMW and Frieze are also hosting Frieze Music Seoul on September 5, featuring a live show by Korean R&B artist Crush. Frieze Music brings together music and art, giving artists a platform to perform and collaborate.
BMW in Korea
BMW Korea, founded in 1995, is celebrating its 30th anniversary in 2025 with many events under the theme “Joy of Driving. Innovation for Tomorrow.” South Korea is BMW’s fifth-largest market worldwide.
Event Details
- BMW i7 by Lee Kun-Yong: On display at the BMW Lounge, Hall C, COEX, Gangnam, September 3–6.
- Live Performance by Lee Kun-Yong: September 4, 1 p.m.
- Frieze Music with Crush: September 5.
- Admission: Ticket required for the BMW Lounge.
Follow @BMWGroupCulture on Instagram for more updates on BMW’s global art and culture projects.
