Since 2017, we have worked with the BMW Group Culture and the UK team to deliver the Frieze London partnership, building a programme that creates great content for social, generating sales leads and developing relationships with prospects.
BMW Group Culture and Frieze have created a joint initiative called BMW Open Work to bring together art, design and technology. The project premieres yearly at Frieze London and is presented in the BMW Lounge. Each year the lounge takes on new themes to reflect the art from BMW Open Work and the car that inspired it, which has become a key feature at Frieze London.
There are a host of BMW events that take place during Frieze Week including Frieze Music, exclusive art talks with leading figures from the Art world, and partner activations which in the past have included brands such as Soho House, Ruinart, Bowers Wilkins and Matches Fashion. We also offer a premium chauffeur service in electric and hybrid vehicles from Frieze London.