The BMW 8 Series by Jeff Koons to launch at Frieze Seoul

On September 2-5, Frieze Seoul will debut in Asia for the first time at COEX in Gangnam. There will be around 110 galleries at the new fair, with many Asian galleries joining foreign galleries from 20 countries. As a global sponsor of Frieze, BMW will offer a VIP shuttle service to attendees. Meanwhile, BMW will showcase Jeff Koons’s BMW 8 Series in the BMW Excellence Lounge.

The BMW 8 X JEFF KOONS has a fun superhero comic concept and bright, dramatic colors. This “Pop!” looks like a cartoonish explosion, and “vapor thrust” provide the impression of rapid motion, as though the reader were looking at a comic book. In particular, the brilliant blue and yellow at the tail end call Koons’ other BMW creation, the Le Mans-racing E92 M3 GT2 Art Car.

Each of the 99 pieces will undergo an eleven-step painting process and take dozens of hours to finish. The BMW facilities in Dingolfing and Landshut will each produce two vehicles per week, with the help of dedicated production teams. Each car has a large-format certificate of authenticity signed by Koons and BMW CEO Oliver Zipse and a unique vehicle identification number. The interior of this particular 8 Series Gran Coupe features a blue and red color scheme that is reminiscent of Superman’s suit and cape. In addition to the cupholder cover bearing Koons’ signature, the rest of the trim is finished in piano black. Soon after the fair, the 8 X JEFF KOONS limited edition will be available in Korea.

One of the most prestigious art fairs in the world, Frieze, has chosen Seoul as its first Asian venue, which it will be calling Frieze Seoul. Gallery powerhouses like Gagosian, Pace Gallery, Thaddaeus Ropac, and Lehmann Maupin will be present at this year’s inaugural fair.