LG U+ will participate as an official partner of the global art fair 'Frieze Seoul 2026', presenting a media art exhibition and a lounge for customers. It will also unveil a new direction for 'U+ Il-sang Bi-il-sang-ui Teum' as it reopens.

LG U+ said on Sept. 2 it will operate a U+ customer-only lounge at Frieze Seoul 2026, which runs through Sept. 5 at COEX in Seoul.

Frieze is an art fair that began in London in 2003 and is held in New York, Los Angeles and Seoul. Frieze Seoul has been co-hosted with Kiaf Seoul since 2022. This year’s event features more than 125 galleries from 30 countries worldwide. U+ customers holding Frieze Seoul tickets can use the VIP lounge inside the venue regardless of ticket type.

LG U+ is participating as the official partner of the newly established 'Material Practice' section this year. Material Practice is a section that highlights the intersection of craft, contemporary art and design by focusing on the material properties of materials and craftsmanship.

LG U+ plans to deliver the message that even in the AI era, people remain at the center of creation and appreciation, as the first South Korean telecom operator to serve as the section’s official partner.

The 'U+ Lounge' operated during the event is created in collaboration with animation director and media artist Eric Oh (에릭 오). Oh is a former Pixar animator who worked on the films 'Inside Out' and 'Finding Dory'. His short animation 'Opera (OPERA)' was nominated for the Academy Awards in the short animated film category.

The U+ Lounge is built around the theme of 'Cycle', which runs through Oh’s body of work. It will exhibit his 대표작 'Opera' and new works being shown in Seoul for the first time, and present immersive media art combining video and space.

LG U+ will use the event to unveil a new operating direction for 'U+ Il-sang Bi-il-sang-ui Teum', which reopens on Sept. 16. Opened in 2020 as a complex cultural space, it will be revamped into a participatory art platform where emerging artists and visitors grow together.

After the reopening, it will introduce AI-based services such as an AI docent. The company’s policy is to extend the art experience presented at Frieze Seoul into everyday life and to continue providing customer experiences that combine technology and art.

Da-rim Kim (김다림), head of marketing communications at LG U+, said, "Even in the AI era, what ultimately matters is the experience of connecting people with people." She added, "We will continue various attempts so that more customers can experience art and creation through Frieze Seoul and U+ Il-sang Bi-il-sang-ui Teum."