Art Meets AI... LG Uplus to Participate as a Partner in 'Frieze Seoul 2026'

[Financial News] LG Uplus will present a new customer experience centered on the value of art and connection at the global art fair 'Frieze Seoul 2026.'
LG Uplus announced that it will participate as an official partner in 'Frieze Seoul 2026,' held at the COEX Convention & Exhibition Center in Seoul from the 2nd to the 5th, and operate a lounge exclusively for U+ customers. The lounge will offer a media art exhibition and a space for relaxation. Uplus customers with tickets to Frieze Seoul can also access the VIP lounge at the venue, regardless of ticket type.
Frieze is an art fair that began in London, England, in 2003. Major galleries, artists, and collectors from around the world participate to exhibit and trade contemporary artworks. Frieze Seoul, in which LG Uplus is participating, is a leading cultural and artistic event connecting the Asian and global art worlds. It has been co-hosted annually with Kiaf SEOUL (Korea International Art Fair) since 2022.
More than 125 galleries from 30 countries worldwide will participate in Frieze Seoul this year. A new section, 'Material Practice,' will also be introduced for the first time. It explores the relationship between contemporary art and design while crossing the boundaries between fine art and sculptural practices focused on materials and physicality.
LG Uplus is the first Korean telecommunications company to become an official partner of the section, supporting craft art created through human hands and materials. Through this initiative, the company plans to convey the message that people remain at the center of creation and appreciation even in the AI era. Beyond sponsoring the section, LG Uplus will use its partnership with Frieze to showcase the value of artistic growth and connection more broadly.
The 'U+ Lounge' at the venue was created in collaboration with animation director and media artist Erick Oh. Erick Oh worked as an animator at Pixar and participated in the production of films including 'Inside Out' and 'Finding Dory.' He gained recognition after his short animated film 'OPERA' was nominated for an Academy Award in the Best Animated Short Film category.
The U+ Lounge is designed around 'Cycle,' a theme representing Erick Oh's artistic world. Visitors can view his signature work 'OPERA,' as well as a new piece being unveiled in Seoul for the first time. By combining video and space in an immersive media art experience, the lounge allows visitors to experience the work throughout the entire space rather than simply viewing it.
At the cultural complex 'U+ Everyday, Extraordinary Gap,' AI-based services, including an AI docent, will help visitors understand the artworks. LG Uplus plans to develop U+ Everyday, Extraordinary Gap into an interactive art platform where anyone can experience artworks more easily by combining AI technology with art.
Darim Kim, who oversees marketing communications at LG Uplus, said, "I believe that even in the AI era, what ultimately matters is the experience of connecting people with one another." Kim added, "Through Frieze Seoul and U+ Everyday, Extraordinary Gap, we will continue exploring various ways to help more customers experience art and creativity in their daily lives."
[email protected] Yoon Hong-jip Reporter