Why BMW Embraces Art: "The Most Powerful Medium to Showcase Brand Value"

BMW Marks Fifth Year at Frieze Seoul
Seok Jaewoo, Head of Brand at BMW Korea
"Expressing BMW’s Core Value of ‘Joy’ Through Art"
"Expanding Collaborations With Korean Artists"

BMW Korea is expanding its engagement with customers beyond automobiles to encompass art and culture through the world-renowned art fair 'Frieze Seoul.' Its strategy prioritizes conveying brand value and a luxury experience over achieving short-term sales effects.

On September 2, at 'Frieze Seoul 2026' held at COEX in Seoul, BMW Korea unveiled an exhibition in collaboration with Kangso Lee, a pioneer of experimental art in Korea. The entire BMW Excellence Lounge was composed as a single artwork, integrating paintings, videos, and drawings alongside BMW's high-performance SAV, the 'BMW XM Label,' to create a space where art and mobility intertwine.

Jaewoo Seok, Head of Brand Management at BMW Korea. BMW Korea

Seok Jaewoo, Head of Brand at BMW Korea, emphasized, "Culture and the arts are the most powerful medium for expressing BMW’s core value of ‘joy.’"

BMW has long forged connections with culture and the arts within the automotive industry. Notably, it participates in various exhibitions and art fairs, such as the 'BMW Art Car' project where world-renowned artists use cars as their canvas. Seok explained that art goes beyond simply showcasing the beauty of the automobile, describing it as a "field that illustrates the spirit of the times."

He added, "It is difficult to establish a direct causal relationship between many marketing activities and sales," but also noted, "We are monitoring various indicators to see how image marketing brings about changes in brand awareness and positioning."

He continued, "Luxury is not simply defined by expensive products or the beauty that a car’s design can express. Rather, it is about sharing a journey and a philosophy. This is the reason BMW has invested in and participated in culture and the arts for such a long time."

BMW’s expanded collaboration with Korean artists at Frieze Seoul aligns with this philosophy. Marking its fifth year at Frieze Seoul, BMW has collaborated with eight Korean artists to date.

Seok Jaewoo assessed that Frieze Seoul itself is a result of the globalization of K-culture. He stated, "I believe Seoul was chosen during discussions about which country in Asia Frieze would expand to, because of Korea’s status as a growing hub of global culture. BMW, as a group, is also directly experiencing and witnessing the significance of Korea’s cultural and artistic presence."

At the BMW Excellence Lounge of 'Frieze Seoul 2026' held at COEX in Gangnam-gu, Seoul, artist Kangso Lee (right) is explaining his artwork. Photo by Seungjin Lee

The collaboration with Korean artists is also deepening over time. While the initial focus was on introducing Korean artists through the global Art Car program, recently, the scope has widened to include master artists who best represent the history and identity of Korean art.

Seok Jaewoo explained, "Artist Kangso Lee described his work as ‘experimental,’ and BMW is also a brand that tries and experiments. We thought deeply about which artist could represent Korea best, and concluded that working with a master artist who embodies the accumulation of time would have special significance."

BMW plans to further expand collaborations with Korean artists in the future. Seok Jaewoo said, "We aim to provide communication and benefits that convey the luxury BMW pursues, rather than simply facilitating a car purchase journey. Customers have expressed their wish to see these activities continue, and over the past five years, their appreciation has shown us that real connection is happening."

This content was produced with the assistance of AI translation services.