Frieze Seoul 2025 and Brands Transform the City
- CBO Editorial
- Sep 5
- 3 min read
Updated: Sep 6
C-Suite Notes: Frieze Seoul is no longer just an art fair—it’s a citywide stage where brands, banks, retail, and hospitality converge, generating mutual value that extends far beyond gallery sales.
Frieze Seoul’s fourth edition, held at COEX from September 3–6, gathered more than 120 galleries from over 30 countries. While the fair spotlighted the rise of Asian galleries—64% of exhibitors this year versus 48% in 2024—it was the interplay with brands that made the biggest statement.
This year’s presence from LG OLED, BMW, Chanel, adidas, Ruinart, and American Express signaled continued investment in premium exposure and patron engagement—even amid reports of lighter foot traffic.
Inside COEX: Frieze Seoul 2025 and Brands Set the Tone through Partnerships
LG OLED honored the late Park Seo-Bo with a digital tribute created with the PARK SEO-BO FOUNDATION, merging technology with Dansaekhwa minimalism.
BMW celebrated 30 years in Korea and 50 years of Art Cars with performance art pioneer Lee Kun-Yong and an R&B concert by Crush for Frieze Music.
adidas debuted its CONFIRMED Lounge with works by artists Vakki, Ahn Jun, and Emi Kusano, reinterpreting the brand’s digital culture platform through art.
Chanel hosted its Now & Next artist dialogue series, fostering intergenerational exchange between Korean creators.
These collaborations between Frieze Seoul 2025 and brands illustrate a mutual benefit: brands borrow the aura of cultural sophistication, while the fair itself gains financial support, expanded visibility, and enriched programming—proof that the value exchange extends beyond contract terms.
Outside COEX: Frieze Week Transforms Seoul After Dark
As Frieze Seoul 2025 unfolded, the real magic happened at night across Seoul’s iconic neighborhoods, notably during Neighborhood Nights. These after-hours activations—gallery openings, performances, fashion house parties, and immersive events—turned the city itself into a cultural canvas.
On September 4, the hanok-lined streets of Samcheong-dong came alive with late-night gallery openings, artist talks, DJ sets, and free-flowing champagne. The series drew thousands, with highlights including Jimmy Robert’s performance and a shamanic ritual at Gallery Hyundai’s courtyard.
In Hannam, Maison Margiela used Frieze Week to debut Line 2, a cultural platform focused on artistic collaboration. The brand unveiled an immersive installation by Heemin Chung and Joyul at its flagship, placing fashion firmly within the fair’s cultural orbit.
On September 2, Korean fashion house LEBEIGE staged its first Gala de LEBEIGE at the Korea Furniture Museum in Seongbuk-dong. Under the theme “Korean Aesthetics,” the brand reinterpreted traditional Korean beauty through restraint, line, and space. The evening showcased its signature coat collection alongside Salon de LEBEIGE, an artist collaboration project highlighting the house’s heritage.
In Incheon, Paradise City—famous for its art collection—hosted Paradise Art Night. Paris Opera Ballet étoiles Hugo Marchand and Hannah O’Neill performed in the Art Space gallery, surrounded by works from Joel Mesler, Yayoi Kusama, and Damien Hirst.
These nocturnal happenings underscored Frieze Week’s power to turn Seoul into a citywide cultural stage—where neighborhoods, hotels, and fashion houses became interconnected chapters in a dynamic evening narrative.
Spillover Effects to Food, Retail, Hospitality & Lifestyle
Frieze Week’s economic and cultural impact went well beyond the gallery floor. Luxury hotels, cocktail bars, and fine-dining restaurants across Gangnam and Itaewon reported brisk business. Retail flagships in Apgujeong and Seongsu used the occasion to showcase limited collections and host private gatherings, while lifestyle brands tapped into the city’s global influx of collectors, celebrities, and creatives. The fair has become a catalyst not just for art sales, but for amplifying Seoul’s position as a premium destination for culture-driven commerce.
Final Takeaway
Frieze Seoul 2025 confirms that the fair is more than a marketplace for art—it is an ecosystem where cultural capital fuels economic capital. For brands, it is a proving ground to embed themselves in Seoul’s cultural fabric. For the city, it is proof that art can rewire not only galleries but the retail, hospitality, and lifestyle sectors that define the modern urban experience. The exchange works both ways: brands gain cultural legitimacy and access to affluent audiences, while the fair gains expanded visibility, enriched programming, and financial ballast—whether through formal sponsorship contracts or looser collaborative activations.
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