[Edaily Reporter Yun Junghoon ] LGU+ (LG Uplus(032640)) will participate as an official partner in the global art fair “Frieze Seoul 2026”—the first South Korean mobile carrier to do so—and showcase a new customer experience that blends technology and art.

LG Corp. announced on the 2nd that it will sponsor a new section and operate an exclusive customer lounge at Frieze Seoul 2026, taking place at COEX in Gangnam-gu, Seoul, from the 2nd to the 5th.

Frieze is a world-renowned art fair that began in London, England, in 2003 and is held in major cities such as New York, Los Angeles, and Seoul. This year’s Frieze Seoul will feature more than 125 leading galleries from 30 countries around the world.

LGU+ will serve as the official partner for “Material Practice,” a new section highlighting the intersection of craft, contemporary art, and design. Through this sponsorship, which focuses on the inherent properties of materials and the spirit of craftsmanship, the company plans to convey the message that “people” remain at the center of creation and appreciation even in the age of artificial intelligence (AI).

The “U+ Lounge,” open during the event, was created in collaboration with media artist Director Eric Oh, a former Pixar animator. Director Eric Oh is a world-renowned artist who worked on the films *Inside Out* and *Finding Dory* and was nominated for an Academy Award for his short animated film *Opera*.

The U+ Lounge is organized around the theme of “Cycle,” which represents Eric Oh’s creative universe, and will feature an immersive media art exhibition including his masterpiece “Opera” as well as new works being unveiled for the first time in Seoul. U+ customers holding Frieze Seoul admission tickets—regardless of ticket type—will have access to the U+ Lounge and the VIP lounge within the event venue.

In addition, through this exhibition, LG Uplus will unveil the new direction for the multi-cultural space “U+ The Gap Between the Ordinary and the Extraordinary,” which is set to reopen on the 16th. The space will be redesigned as a participatory art platform where emerging artists and visitors grow together, and the company plans to introduce AI-based services, such as an “AI docent,” to create an environment where visitors can more easily understand and appreciate the artwork.

Kim Da-rim, Head of Marketing Communications at LG Uplus, stated, “I believe that even in the age of AI, what ultimately matters is the experience of connecting people,” adding, “Through Frieze Seoul and ‘U+ The Gap Between the Ordinary and the Extraordinary,’ we will continue to explore various initiatives so that more customers can experience art and creativity in their daily lives.”