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● BMW Korea wrapped up its private flagship customer event, BMW Excellence Lounge 2026, to strong turnout
● The brand displayed its flagship lineup, including the 2026 BMW Concept Speedtop — one of only 70 built worldwide
● The program featured talks from leaders such as Song Gil-young, Lee Sedol and Kim Kyung-il, and a collaboration with contemporary artist Lee Kang-so
● Through its premium membership, the BMW Excellence Club, the company continues to offer differentiated lifestyle benefits
BMW Korea staged the BMW Excellence Lounge 2026 for its Luxury Class customers from the 21st to the 27th and closed the weeklong program with strong attendance. Now in its eighth year, the event was designed to offer BMW Excellence Club members, customers awaiting delivery and prospective buyers a distinctive cultural experience that expresses the brand’s values. Held at Project Space Line in Seoul’s Gangnam district, the event drew roughly 1,000 guests.
Under the theme \”Progression,\” the program blended art and ideas into a sensory-rich experience
Framed around the idea of progression, the event went beyond a conventional car show to bring together art, music, technology and gastronomy. BMW used the program to communicate its premium brand philosophy and to create memorable, multi-sensory moments for attendees.
On the exhibition floor, flagship models — including the all-electric luxury sedan i7 and the high-performance M850i xDrive Gran Coupe — were positioned prominently. Expert-led docent tours offered deeper technical context, while organized drive sessions let guests experience the cars’ performance firsthand. The 2026 BMW Concept Speedtop, limited to just 70 units globally, made its domestic debut and became a focal point for visitors.
Expert talks and a conversation with Lee Kang-so’s contemporary art
Each day featured speakers who examined luxury living and future trends. Presenters included big-data analyst Song Gil-young; political scientist Kim Ji-yoon; music director Kim Moon-jung; writer Cho Seung-yeon; former professional Go player Lee Sedol; Ajou University psychology professor Kim Kyung-il; and neuroscientist Jang Dong-seon. They offered nuanced perspectives on wealth and luxury, AI and the society of tomorrow, and the intersections of art and psychology.
Throughout the venue, paintings, sculptures and installations by Korean contemporary master Lee Kang-so were integrated with the automotive displays, creating a refined environment where art and mobility coexist. BMW Korea said it will continue its technical and artistic collaboration with Lee and plans to present the jointly produced piece at Frieze Seoul 2026 later this year.
Separately, BMW Korea categorizes its top-tier models — the 7 Series, i7, 8 Series, X7 and the XM label — as its Luxury Class and runs a dedicated membership program. Owners receive bespoke maintenance services, exclusive cultural access and ongoing high-end lifestyle benefits.
By Won Seon-woong (Global Auto News reporter)
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