As the internationally acclaimed Frieze Seoul returns for its third edition, BMW is set to make a significant impact at this year’s event, at COEX in Gangnam. Continuing its long-standing partnership with Frieze, BMW will unveil two major highlights: the Asian debut of the 20th BMW Art Car by Julie Mehretu and the world premiere of a limited BMW i7 miniature edition, designed by artists Heemin Chung and Alvaro Barrington.
Julie Mehretu’s BMW Art Car, fresh from its world premiere in Paris and a successful showcase at the 24 Hours of Le Mans, will be displayed for the first time outside Europe. This addition to the iconic BMW Art Car Collection brings Mehretu’s signature exploration of space, movement, and energy to life, transforming her two-dimensional imagery into a dynamic three-dimensional design. The car will be on view at the BMW Lounge in Hall C throughout the fair.
Additionally, BMW will present a limited-edition miniature version of the BMW i7, created in collaboration with artists Heemin Chung and Alvaro Barrington. The miniatures, which will be exclusively available at Frieze Seoul, reflect the artists’ interpretations of human-centered design and technological innovation. Proceeds from the sale of these miniatures will be donated to a charity of the artists’ choice.
The collaboration between BMW and Julie Mehretu extends beyond the Art Car, with a commitment to Pan-African Translocal Media Workshops for filmmakers, set to tour Africa in 2025 and 2026, culminating in an exhibition at the Zeitz Museum of Contemporary Art Africa in Cape Town.
In addition to these artistic unveilings, BMW will once again provide VIP car service at the event and co-present Frieze Music Seoul on September 5. This year’s Frieze Music features a live performance by Korean singer-songwriter SAAY at the Shilla, further blending the worlds of music and visual art.
Frieze Seoul 2024 promises to be a vibrant celebration of creativity and innovation, with BMW at the forefront of the conversation, showcasing the intersection of art, technology, and culture.
