Frieze Seoul, a rising star in the global art scene, is swiftly establishing itself alongside renowned events like Art Basel Miami and the Venice Biennale. This international art fair, held concurrently with Kiaf Seoul, South Korea’s leading art fair, has captured the attention of art enthusiasts and industry professionals worldwide since its debut in 2022. Its success is fueled, in part, by the cultural influence of South Korea’s vibrant music and entertainment industry.
K-pop stars, known for their discerning taste and influence, have become integral to Frieze Seoul’s captivating energy. Notably, G-Dragon, the renowned K-pop idol and style icon, has been a frequent presence at the fair since its inception. This year, he’s further cemented his connection to the art world by collaborating with Pharrell Williams’ digital-first auction platform Joopiter for the highly anticipated ‘Nothing but a ‘G’ Thang: The Art and Archive of G-Dragon’ auction. This event will feature over 50 contemporary art pieces and fashion memorabilia from G-Dragon’s personal collection, making them available for purchase and display at a private museum near Gyeongbokgung Palace.
The opening of the auction was marked by a dazzling soirée, the ‘Paradise Art Night,’ which attracted a galaxy of South Korea’s most prominent stars, including YoonA, Jung Hoyeon, Lee Jin-wook, Ha Ji-won, and Rowoon. The fair itself has become a hub for celebrity sightings, with actors like Park Seo-joon and Lee Chung-ah exploring the numerous art galleries showcasing exhibitions from renowned Korean and international artists.
Frieze Seoul boasts a diverse range of artistic talents, including generational icons from South Korea. Fabric architect Do Ho Suh’s captivating ‘Do Ho Suh: Speculations’ exhibition offers a utopian fantasy, while mixed media artist Nam June Paik’s highly regarded works and ceramic master Young Sook Park’s stunning ‘Moon Jar’ pieces captivate audiences.
Luxury brands are also making their mark at Frieze Seoul. MCM, renowned for its luxury goods, has partnered with Italian design studio Atelier Biagetti to unveil its first ‘MCM Wearable Casa’ exhibition outside of Milan’s Salone del Mobile. The event drew a star-studded crowd, including Soyeon of (G)I-DLE, Kim Hye-yoon, and Thai actor-singer Mew. Chaumet, a prestigious jewelry house, has joined forces with South Korean object artist Heechan Kim, inviting brand ambassador Song Hye-kyo, Lee Soo-hyuk, and Joshua of Seventeen to its dedicated lounge. Saint Laurent, meanwhile, has hosted Rosé and Cha Eun-woo at the ‘Portrait of a Collection: Selected Works from the Pinault Collection’ exhibit at Songeun.
With its stellar lineup of art, luxury brands, and K-pop celebrities, Frieze Seoul is solidifying its position as a major force in the international art scene. It’s a captivating event that celebrates the intersection of art, culture, and entertainment, making it a must-visit for art lovers, fashion enthusiasts, and those interested in the latest trends in South Korea’s vibrant cultural landscape.
