[Asia Economy Reporter Moon Hyewon] Illycaff? announced on the 2nd that it will participate as an official sponsor of 'Frieze Seoul 2022,' one of the world's three major art fairs.
The art fair Frieze is a world-renowned art exhibition held from the 2nd to the 5th at COEX in Seoul. The exhibition features over 110 galleries from 21 countries, including Gagosian, Hauser & Wirth, and Alexander Gray. Illycaff? will also open a booth as an official sponsor to showcase the Illy Art Collection and coffee machines.
At this exhibition, Illycaff? adopts the natural language of art to engage with society, presenting the contents of the Illy Art Collection, which embodies its values and philosophy, to the public. The Illy Art Collection, started in 1992, uses white espresso cups and saucers as canvases for famous artists to express their spirit and artistic passion generously.
All Illy Art Collection pieces are released as limited editions, each featuring the artist's signature and a unique serial number. At this exhibition, the booth is designed to allow visitors to take cards containing information about all the art collections under the concept "TAKE ME HOME," as well as art collection cups and coffee cans created in collaboration with artist Monahatum.
Yoon Sangjin, Head of Marketing at Quro Holdings, said, "The meeting of the Illy Art Collection, celebrating its 30th anniversary this year, and Frieze will be an important opportunity to introduce Illycaff?'s passion for art to Korea."
Frieze Seoul is the fifth fair launched worldwide after Frieze, which began in London in 2003 and expanded to New York, and it is the first event held in Asia.
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