LG Uplus (032640.KS) is taking part in the art fair Frieze Seoul 2026 as an official partner, the first time a South Korean telecommunications company has done so. The carrier will also convert U+ Teum, a multipurpose cultural space reopening this month, into a participatory art platform, expanding customer experiences that combine artificial intelligence with art.
LG Uplus said on the 2nd that it is joining Frieze Seoul 2026 as an official partner. The fair runs from the 2nd through the 5th at COEX in Seoul. Frieze began in London in 2003 and now stages fairs in New York, Los Angeles and Seoul. Frieze Seoul has been held jointly with Kiaf Seoul since 2022, and this year more than 125 galleries from 30 countries are taking part.
LG Uplus is serving as official partner of the Material Practices section, which debuts at Frieze Seoul this year. The section highlights the intersection of craft, contemporary art and design by focusing on the inherent properties of materials and on craftsmanship. Through the partnership, LG Uplus plans to convey the message that people remain at the center of creation and appreciation even in the age of AI.
The U+ Lounge, which the company will operate during the fair, is being designed in collaboration with media artist Erick Oh, a former Pixar animator. Oh worked on the films "Inside Out" and "Finding Dory," and his short animation "OPERA" was nominated for best animated short film at the Academy Awards.
At the event, LG Uplus will also unveil the new direction for U+ Teum, which reopens on the 16th. The space, which opened as a multipurpose cultural venue in 2020, will be reorganized as an art platform where emerging artists and visitors participate together. The company plans to introduce AI-based services, including an AI docent, to help visitors understand and appreciate the works.
"Even in the age of AI, what ultimately matters is the experience of connecting people with people," said Kim Da-rim, head of marketing communications at LG Uplus. "Through Frieze Seoul and U+ Teum, we will continue various efforts so that more customers can experience art and creation in their daily lives."
