LG Electronics to operate two lounges for OLED R monitor at Frieze Seoul

South Korean electronics giant LG Electronics Inc. will operate two lounges at the world-renowned Frieze Art Fair’s inaugural event in Seoul. 

Frieze is one of the three biggest art fairs in the world, along with Art Basel and Paris-based Foire Internationale d'Art Contemporain (FIAC). 

The Seoul event will run for four days from Sept. 2. 

At one of the lounges, LG will showcase its limited edition LG Signature OLED R monitor made in collaboration with British-Indian artist Anish Kapoor. 

Visitors will be able to purchase the limited edition OLED R monitor equipped with Kapoor’s digital art. 

Using a customized remote control, the media art will pop up on the screen with a click of a button and the monitor’s exterior will have the artist’s autograph and a serial number for authenticity.

In another, it will unveil the first non-fungible token (NFT) art piece by US sculptor Barry X Ball. 

As an official sponsor, LG Electronics is running an ad campaign on four large-scale digital billboards throughout the capital, including one atop Parnas Media Tower in the Samsung district ahead of the main event. 

The electronics giant has been participating in major art fairs throughout Europe and North America to strengthen its branding as “TV that inspires art and is preferred by artists.”

Write to Jee Abbey Lee at jeeabbeylee@hankyung.com