SEOUL, South Korea – illycaffè, Frieze’s global coffee partner, will be in Seoul to accompany the contemporary art fair, which will be held in Korea for the first time ever. This year’s fair will run from September 2 to 5 in the Gangnam District, the heart of South Korea’s capital.
illycaffè, which is celebrating the 30th anniversary of the illy Art Collection this year, will stage an exhibition in Seoul showcasing some of the iconic cups designed by Matteo Thun for illy and decorated by over 130 leading contemporary artists since 1992.
Internationally renowned artists such as Michelangelo Pistoletto, Marina Abramović, Anish Kapoor, James Rosenquist, William Kentridge, Yoko Ono, Robert Wilson and many others turned an everyday object into a blank canvas, creating one of the world’s largest collections of contemporary art and making it accessible to all.
Visitors to Frieze Seoul will discover some of illy’s most iconic cups and enjoy the exclusive illy blend in Hall C, a space created ad hoc by illycaffè.
“We are happy to be partners with Frieze Seoul and to be able to illustrate our idea of beauty as part of this major fair. When sipping an illy espresso from an illy Art Collection cup, lovers of coffee and art will associate the aroma and flavour of the illy blend with the aesthetic, visual, and tactile experience of a cup designed by an artist, establishing a relationship with contemporary art” comments Cristina Scocchia, Chief Executive Officer of illycaffè.
Frieze is the world’s leading modern and contemporary art platform for artists, writers, curators, collectors, and the public at large. Frieze comprises three magazines – frieze, Frieze Masters Magazine and Frieze Week – and four contemporary art fairs – Frieze London, Frieze Masters, Frieze New York and Frieze Los Angeles. In 2016, Frieze entered into a strategic partnership with Endeavor,a global entertainment, sports, and content company.