BMW Korea is showcasing a special artistic endeavor and its outcomes in collaboration with the master of contemporary Korean art, Lee Gun-young. This initiative aims to deepen customer experiences through various activities encompassing art and culture.

BMW Korea announced that it kicked off its collaboration with this artist with the 'BMW Excellence Lounge 2025' held in May at Project Space Line in Gangnam, Seoul. The BMW Excellence Lounge is a private cultural event for BMW luxury class customers. This year, it was held under the theme 'Inspiration' to commemorate the 30th anniversary of BMW Korea.

The XM exhibited at the BMW Excellence Lounge and artist Lee Geon-yong./Courtesy of BMW Korea

During this event, the artist shared with participating customers his artistic world that elevates fleeting moments of daily life into art under the theme 'Inspiration that fills moments.' Five representative works reflecting the artist's unique creative method, which uses his body as the painting tool, were exhibited throughout the venue.

BMW Korea is set to unveil the show car created in collaboration with this artist at the global art fair 'Frieze Seoul 2025' scheduled for September 3-6. This show car is described as a work that harmonizes the artist's artistic world, which has expanded the horizon of contemporary Korean art, with the technological prowess and innovation sought by BMW.

The artist remarked, 'BMW feels familiar to me, yet it seems like an amazing machine that creates new events needed for our humanity.' He added, 'Just as art serves as a medium for different individuals to understand each other, I hope this collaboration allows us to encounter BMW in a new way.'

Meanwhile, the BMW Excellence Club is a premium membership for customers who purchase BMW luxury class vehicles. It targets customers of BMW's flagship model lineup, including the X7, 7 Series, 8 Series Coupe, and XM. Club members receive benefits including vehicle services, invitations to the BMW Excellence Lounge, VIP guest participation opportunities in world-class cultural and sports events such as the Cannes Film Festival, 24 Hours of Le Mans, and the Ryder Cup, luxury car rental services in Jeju, stays at upscale hotels in Korea, fine dining experiences, and rounds with professional golfers.

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