BMW isn’t just parking cars at Frieze Seoul—it’s staging a rolling art show. From September 3 to 6, the Gangnam district’s COEX convention center will host 120 galleries from 30 countries. Amid the canvases and sculptures, the most intriguing piece might just be on four wheels: a BMW i7 wrapped in the brushstrokes of Korean avant-garde pioneer Lee Kun-Yong.
This collaboration is more than an eye-catching publicity stunt. It’s the centerpiece of a year packed with anniversaries—30 years of BMW Korea and 50 years of the BMW Art Car Collection. Since 1975, the Bavarians have invited artists from Alexander Calder to Andy Warhol to turn their machinery into moving masterpieces. Lee now joins that elite roster, using his iconic Bodyscape method—paint applied through deliberate movements of his own body—to extend the dialogue between art and motion onto BMW’s flagship electric sedan.

The result? A full-size EV transformed into a mobile canvas. Lee’s design doesn’t just sit pretty; it moves, interacts with space, and echoes the interplay between driver, machine, and environment. “I firmly believe that art can be the bridge between different objects, different people, and even different perspectives,” Lee says. And in Seoul, that bridge has four wheels and a 101.7-kWh battery pack.
On September 4, Lee will push the collaboration even further with one of his rare live performances, creating a fresh canvas inspired by his work on the i7. For Lee, movement isn’t about speed—it’s about perception and interaction. A philosophy that feels surprisingly at home with the hush of an EV gliding through city streets.
But BMW’s cultural footprint at Frieze Seoul doesn’t stop at static displays. The automaker will host the third edition of Frieze Music Seoul on September 5, headlined by R&B star Crush. The event, born out of BMW and Frieze’s partnership in Los Angeles back in 2019, blurs the lines between sound, space, and art, much like Lee’s i7 blurs the boundaries between vehicle and canvas.
Meanwhile, BMW will offer VIPs shuttle service throughout the fair—because what’s the point of an art car if it can’t move? Guests will also find the BMW Lounge displaying miniatures of 18 Art Cars, a pocket-sized reminder of a half-century of artistic experimentation on wheels.
For BMW Korea, all of this is more than good optics. South Korea has become the brand’s fifth-largest market, and in both 2023 and 2024, BMW ranked first among imported brands. To celebrate its 30th anniversary in 2025, BMW Korea promises a year of events under the banner Joy of Driving. Innovation for Tomorrow.
Frieze Seoul 2025 is just the opening act. The company’s Art Car World Tour will bring its 20-piece collection to audiences across the globe, ensuring that the conversation between art and automobile—critical, euphoric, or both—keeps evolving.
For now, though, the spotlight is on Seoul, where a Korean master has turned the Bavarian electric flagship into something more than transport. It’s not just an EV. It’s not just a painting. It’s a Bodyscape with a charging port.
Source: BMW



