BMW is an official partner of Frieze Seoul. Digital Art Mode will premiere at the inaugural edition of the world-renowned art fair in Asia.

Seoul. From September 2 to 5, Friesland Seoul will open its doors at COEX in Gangnam, a first in Asia. The new fair will welcome more than 110 galleries, including a strong contingent of Asian galleries, which will be joined by international galleries from 20 countries. As a long-time global partner of Frieze since 2004, BMW will provide both VIP shuttle service and showcase its digital art mode and #THE 8 X JEFF KOONS
exclusively for the lounge at the BMW Excellence Lounge.

BMW i7 #digital art mode which combines automobile and art will be presented for the first time in Korea. With the Digital Art Mode, the cultural commitment of the BMW Group, already existing for more than 50 years now, reaches new heights. It is the result of intense collaboration with internationally renowned Chinese multimedia artist Cao Fei who also designed the 18th BMW Art Car, the first of its kind to be fully digital. The Digital Art Mode focuses on the holistic user experience: unique moments enhance the BMW driving experience by creating synergy between vehicle functions and its interior design. Depending on the driving situation and the general mood, a holistic user experience comprising both a functional level and an emotional level can be created at the touch of a button or via voice control. To this end, drive control and steering control, ambient lighting and sound as well as the color palette and graphics of the BMW Curved Display are precisely synchronized.

Additionally, the exclusive limited edition designed by internationally renowned artist Jeff Koons based on the new BMW M850i ​​xDrive Gran Coupe will be shown for the first time in Korea.
#THE 8 X JEFF KOONS features pop art elements as well as geometric patterns perfectly suited to the sophisticated lines and shapes of the BMW 8 Series Gran Coupé. The exterior design combines eleven different colors, from blue to silver as well as from yellow to black. All paintwork is applied manually by qualified employees at the BMW Group factories in Dingolfing and Landshut. The exploding color lines on the rear of the vehicle are a direct homage to Jeff Koons’ 2010 BMW Art Car based on the M3 GT2. The seats of the Jeff Koons edition of the BMW M850i ​​Gran Coupe are in rich contrasting tones of red and blue, and the center console adds a touch of exclusivity with the artist’s signature on the trim. Cup holder. THE 8 X JEFF KOONS Limited Edition will be available in Korea after the show.

Frieze, which is considered one of the world’s art fairs, has chosen Seoul as its first destination in Asia and will host it under the name Frieze Seoul. The inaugural fair to be held this year will see the participation of world-class galleries such as Gagosian, Pace Gallery, Thaddaeus Ropac or Lehmann Maupin.

BMW Group Cultural Commitment

For more than 50 years now, the BMW Group has initiated and engaged more than 100 cultural cooperations around the world. The company emphasizes its long-term commitment to contemporary and modern art, sound and music, as well as architecture and design.

In 1972, three large-scale paintings were created by artist Gerhard Richter especially for the foyer of the BMW Group headquarters in Munich. Since then, artists such as Andy Warhol, Jeff Koons, Daniel Barenboim, Jonas Kaufmann and architect Zaha Hadid have cooperated with BMW. In 2016 and 2017, female artist Cao Fei from China and American John Baldessari created the next two vehicles for the #BMW Art Car Collection.

In addition to co-initiatives such as BMW Open Work, the BMW Art Journey and the “Opera for All” concerts in Berlin, Munich and London, the company also partners with leading museums and art fairs as well only to orchestras and opera houses around the world. .

The BMW Group takes absolute creative freedom in all its cultural activities – because this initiative is as essential for producing groundbreaking artistic work as it is for major innovations in a successful business.

BMW has supported Frieze Art Fair for 18 years now. In 2017, Frieze and BMW created the initiative, BMW Open Work curated by Attilia Fattori Franchini, in which artists are invited to develop projects exploring current and future technologies as tools for innovation and artistic experimentation. Presented annually at Frieze London, each work has the potential to unfold in physical spaces, such as the BMW show and the fair’s courtesy car service, as well as digital platforms.

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