Frieze Seoul Art Fair Opens on the 3rd
LG Electronics Joins as Headline Partner
Master Park Seo-bo’s Works Realized on OLED TV
Showcasing Ecriture Series and Media Art Together
16 OLED TVs and 25 StandbyME 2 Units Deployed
Digitally Reconstructing the Artist’s Creative World
LG Electronics announced that it will participate as the official headline partner for the fourth consecutive year at the global art fair "Frieze Seoul 2025," held at COEX in Seoul from September 3 to 6. At this exhibition, the company will showcase eight pieces from the late master of Korean monochrome painting Park Seo-bo's renowned "Ecriture" series, along with media art works reinterpreted and realized through LG OLED TV.
LG Electronics will showcase a media art piece at "Frieze Seoul 2025" that reinterprets the works of the late Korean monochrome painting master Park Seo-bo using the unparalleled picture quality of LG OLED TVs. The photo shows the entrance view of the "LG OLED TV Lounge" exhibition hall set up at COEX in Seoul, where Frieze Seoul 2025 is being held. Through the excellent color expression technology of LG OLED TVs, visitors can compare and appreciate the media art, which faithfully represents the unique colors captured by the artist from nature, alongside the original works. Photo by LG Electronics
The works are displayed at the "LG OLED TV Lounge" located in Hall D at COEX, Seoul. Under the theme "Park Seo-Bo x LG OLED TV: Colors Borrowed from Nature," the original paintings and media art are presented side by side, captivating visitors. This allows visitors to compare and appreciate the media art, which faithfully expresses the unique colors captured from nature by the artist, using the outstanding color reproduction technology of LG OLED TV, alongside the original works.
LG Electronics has installed a total of 16 OLED TVs and 25 StandbyME 2 units at the venue to digitally reconstruct Park Seo-bo's artistic world. Notably, at the center of the exhibition hall, a large-scale installation art piece features media art reinterpreted with artificial intelligence (AI) by Professor Park Jaesung of Seoul National University College of Fine Arts, inspired by Park Seo-bo's Ecriture work based on red maple leaves. This piece is displayed using eight 97-inch LG OLED evo models (model names G5 and M5), welcoming visitors with an impressive visual experience.
In addition, LG Electronics is extending the Frieze Seoul art experience to homes. Through the "LG Gallery Plus" app, which allows users to enjoy art, games, and other favorite content on LG TVs, the company plans to offer major works from Frieze, including those by Park Seo-bo, free of charge for a limited time starting immediately after the exhibition.
Since 2022, LG Electronics has participated as a headline partner of Frieze, solidifying its brand leadership as the preferred OLED TV for artists and art enthusiasts through the ongoing "LG OLED ART" project. This initiative continues to inspire artists and expand connections with customers who have a strong interest in the arts.
LG Electronics has also partnered with the National Museum of Modern and Contemporary Art (MMCA) to sponsor the "MMCA x LG OLED Series" exhibition for three years starting this year. The first exhibition, in collaboration with media artist TZUSOO, runs from August 1 this year to February 1 next year, and features a massive screen wall made from 88 of LG Electronics' 55-inch OLED screens, offering an even more immersive presentation of the artist's world.
Oh Hyewon, Executive Director of MS Experience Marketing at LG Electronics, said, "LG OLED TV precisely reproduces the colors Park Seo-bo borrowed from nature, thanks to the deep blacks and vivid color expression made possible by self-emissive pixels. LG Electronics is creating new value in art marketing by collaborating with world-renowned art partners such as Frieze and the Guggenheim, expanding the intersection of technology and art in Seoul, London, New York, and beyond."
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