LG Electronics (LG) is highlighting the intersection of art and technology at Frieze Seoul 2025 with an immersive exhibition titled “Park Seo-Bo x LG OLED: Colors Drawn from Nature.” The showcase pays tribute to one of Korea’s most celebrated contemporary artists, Park Seo-Bo, while marking LG’s fourth consecutive year as Headline Partner of the international art fair.
Developed in collaboration with the PARKSEOBO FOUNDATION, the exhibition reproduces Park’s distinctive philosophy of color using the precision and self-lit pixel technology of LG OLED displays. The installation is designed to explore how nature’s palette, from subtle shades to vibrant tones, shaped the artist’s celebrated Écriture series.
Colors of nature reimagined
The exhibition traces Park’s artistic journey, beginning with meditative black and white tones. The black recalls soot from a kitchen hearth, while the white evokes stillness and hanji paper. These minimal hues transition into vibrant natural colors – Jeju’s canola yellow, azalea pink, spring green, and persimmon orange. LG OLED technology, with its ability to deliver perfect blacks and faithful color reproduction, aims to capture the quiet depth and contemplative qualities of Park’s art.
“Park Seo-Bo believed that nature speaks in colors beyond words,” said Park Seung-ho, chairperson of the PARKSEOBO FOUNDATION and the artist’s son. “This exhibition offers a new perspective on his works, inviting viewers not merely to observe, but to engage more deeply as participants in the experience.”
At the heart of the installation is a T-shaped digital artwork created by Seoul National University professor Je Baak. Inspired by Park’s encounter with vivid red autumn leaves, Baak used AI to compile shades of red captured in images of autumn foliage from around the world. The resulting piece serves as a shared monument of visual memory, blending personal experiences with Park’s vision of healing through color.
Extending Frieze into the home
This year, LG is expanding the Frieze experience beyond the exhibition hall. Through the new LG Gallery+ app on LG’s webOS platform, TV owners can access more than 100 artworks from Frieze Seoul, including pieces by Park Seo-Bo. The app allows users to transform their living spaces into a personal digital gallery, bringing fine art into the home environment for a limited time after the fair.
Kate Oh, head of Experiential Marketing at the LG Media Entertainment Solution Company, said: “We hope LG OLED, with its ability to render deep blacks and vibrant colors with exceptional accuracy, honors the legacy of Park Seo-Bo’s colors borrowed from nature. By collaborating with world-renowned partners such as Frieze, the Guggenheim, and MMCA, LG OLED continues to expand the boundaries between art and technology across cities like Seoul, London, New York and Los Angeles.”
With this latest partnership, LG reaffirms its ambition to position OLED displays not just as technology, but as a canvas for cultural expression.
