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The BMW i7 by Lee Kun-Yong will take centre stage at Frieze Seoul 2025, where BMW celebrates both 30 years in Korea and 50 years of its iconic Art Car Collection. From 3 to 6 September, the fully electric i7 will appear at COEX in Gangnam, transformed into a moving work of art by one of Korea’s most influential avant-garde figures.
Lee Kun-Yong has reinterpreted his celebrated ‘Bodyscape’ series for this collaboration, applying his signature gestures to the sleek body of the BMW i7. The result is a striking wrap that turns the car into a canvas in motion, embodying not only physical presence but also the relationship between space, technology and human perception. It is a dialogue between body and machine, abstract forms and engineering precision.
The collaboration will also extend beyond the vehicle itself. On 4 September, Lee will perform live, creating a new canvas inspired by his work with the BMW i7. For Lee, movement is not simply speed; it is an act of perception and interaction. This philosophy resonates with the i7’s identity as BMW’s flagship electric sedan – a car where design, innovation and emotion converge.
Inside the BMW Lounge, visitors can also explore miniatures of eighteen historic BMW Art Cars, placing the i7 by Lee Kun-Yong within the lineage of fifty years of global artistic collaborations. Alongside this, BMW will host the third Seoul edition of Frieze Music on 5 September, featuring R&B star Crush in a performance that continues the brand’s mission of uniting art, design and culture.
With the BMW i7 by Lee Kun-Yong, BMW underscores its long-standing commitment to cultural innovation in Korea. At once an automobile and a mobile artwork, the i7 becomes a bridge between heritage and the future, reaffirming BMW’s vision of driving as both an engineering and an artistic experience.
