From September 4 to 7, Frieze Seoul will host its third edition at COEX in Gangnam, showcasing one of Asia’s premier art fairs. As a long-term global partner of Frieze since 2004, BMW will celebrate two special premieres at this year’s event. The BMW Art Car #20 by Julie Mehretu will make its Asian debut, following its unveiling in Paris in May. In addition, BMW will present the world premiere of a limited BMW i7 miniature edition, created by artists Heemin Chung and Alvaro Barrington, and inspired by the BMW Art Car Collection, curated by Hans Ulrich Obrist.
A key highlight of the event is the second edition of Frieze Music Seoul, held on September 5 in collaboration with BMW, featuring a live performance by Korean singer-songwriter SAAY. For the third consecutive year, BMW will provide the VIP car service for the fair.
The 20th BMW Art Car, created by American artist Julie Mehretu, will be on display for the first time outside Europe at Frieze Seoul. This car, the latest in BMW’s nearly 50-year tradition of transforming race and series cars into art, was recently showcased at the Centre Pompidou and the 24 Hours of Le Mans. Since 1975, notable artists such as Alexander Calder, Frank Stella, Roy Lichtenstein, Andy Warhol, Jenny Holzer, Jeff Koons, Cao Fei, and John Baldessari have contributed to the legendary BMW Art Car Collection.
Julie Mehretu’s work often centers around themes of space, movement, and energy, and for the 20th BMW Art Car, she has translated a two-dimensional image into a three-dimensional representation, bringing dynamism into form. Her design draws from the color and form vocabulary of her monumental painting “Everywhen” (2021-2023), which is currently displayed in her major retrospective at the Palazzo Grassi in Venice and will later join the permanent collection of the Museum of Modern Art (MoMA) in New York.
For the first time in BMW Art Car history, the collaboration with Julie Mehretu extends beyond the car itself. Together, they are committed to a series of PanAfrican Translocal Media Workshops for filmmakers, which will tour various African cities in 2025 and 2026, culminating in a major exhibition at the Zeitz Museum of Contemporary Art Africa in Cape Town.
Inspired by the BMW Art Car Collection, BMW will present a limited edition of BMW i7 miniatures, designed by Korean artist Heemin Chung and London-based artist Alvaro Barrington, exclusively available for sale at Frieze Seoul. Both artists were selected by Hans Ulrich Obrist, curator and member of the BMW Art Car Jury. They approached their designs through different artistic methods, exploring the themes of human-centered design and technological innovation while envisioning the future of mobility. Each artist created seven unique miniatures, inspired by their experience with the BMW i7, in reference to the vehicle’s model name. Proceeds from the sales will be donated to charities chosen by the artists.
Heemin Chung’s work delves into the material potential of digital images, translating them into painting and sculpture, while examining the impact of technology on society and contemporary art. For her project, Chung reflected on the early development of electric motors, where experiments were inspired by nature, such as ornithopters that imitated the movements of birds, bats, and insects. Drawing from the organic curves of the BMW i7, Chung designed the miniature to resemble a living organism, as if it could come to life at any moment. Commenting on BMW’s concept of “tech magic,” she connected her work to various forms of historical magic that contributed to humanity’s survival and growth. Though the ornithopter was a failed experiment, Chung noted that modern technology has realized the dream of emulating nature, igniting new imaginations around power and propulsion.
Alvaro Barrington, who considers himself primarily a painter, works across multimedia, incorporating burlap, textiles, postcards, and clothing to explore the personal, political, and commercial histories behind materials. Barrington is interested in how future vehicles might adapt to human moods, emotions, and schedules, transforming into self-driving entertainment units and cultural meeting spaces through advanced technologies such as instant language translation. His vision for the future extends beyond transportation, imagining vehicles that foster connections and enrich daily life. For his miniatures, Barrington drew inspiration from video games centered around cars, not only as entertainment but as platforms for music and culture. Each of his seven miniatures features a drawing from a film, music video, or a portrayal of a cultural figure that has influenced his life and artistic practice.
In celebration of their long-term collaboration, BMW and Frieze will once again partner to present Frieze Music in Seoul. On September 5th, following her successful U.S. tour and the release of her hit single “Domino,” SAAY will perform at the Shilla as part of Frieze Music. This event explores the intersection of music and the arts, fostering inspiring dialogues. Frieze Music offers artists a platform to create unique performances, showcasing their craft through song, inspiration, and conversations with fellow artists. Launched during the inaugural Frieze Los Angeles in 2019, the joint initiative between BMW and Frieze has featured a diverse lineup of musicians, including Moses Sumney, Caroline Polachek, Nilüfer Yanya, and Loyle Carner.
Please note that entrance tickets are required to visit the BMW Lounge.
BMW Art Car #20 by Julie Mehretu and the limited BMW i7 miniature edition by Heemin Chung and Alvaro Barrington will be on display from September 4 to 7. The exhibit will be held at the BMW Lounge, Hall C, COEX, 513 Yeongdong-daero, Gangnam-gu.
Opening Hours:
Wednesday, September 4: 11 a.m. to 7 p.m. (invitation only)
Thursday, September 5: 11 a.m. to 7 p.m. (invitation and preview ticket holders only from 11 a.m. to 3 p.m.; open to the public from 3 p.m.)
Friday and Saturday, September 6/7: 11 a.m. to 7 p.m