"Where Art Meets Business"... NOROO Paint Colors 'Frieze Seoul' for the Fourth Year

NOROO Paint announced on September 4 that it will participate as an official partner for the fourth consecutive year at the global art fair, Frieze Seoul 2025.

NOROO Paint has maintained its partnership since the inaugural event in 2022. The company explained that its ongoing involvement at Frieze reflects its vision to broaden the base of Korean art and to grow as a global enterprise.

South Korea is a key country in the rapidly growing Asian art market and serves as a strategic hub attracting top-tier galleries from around the world. NOROO Paint places special importance on Frieze Seoul, as collaborating with these leading galleries allows the company to demonstrate the competitiveness of its products and discover new market opportunities.

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NOROO Paint’s role goes beyond simple sponsorship. The company is establishing itself as a 'color creator,' crafting the colors and textures that define the atmosphere of exhibition spaces. The color of the year, selected by the NOROO Seoul Design Studio (NSDS), and bespoke paints developed by the Central Research Institute are custom-supplied to match the exhibition’s theme. These paints maximize the individuality of both the artworks and the space with their vibrant color and unique texture, while also maintaining high quality even under tight installation schedules.

This year, NOROO Paint has been selected as the sponsor of the 'Frieze Main Section Stand Prize,' an award that encompasses all participating galleries at Frieze Seoul. This marks a deepening of the relationship between NOROO Paint and Frieze. Having previously supported emerging galleries through the 'Focus Asia Stand Prize' until last year, NOROO Paint is now expanding its reach to connect with leading galleries worldwide.

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At Frieze Seoul 2025, visitors will be able to directly experience NOROO Paint’s philosophy of color. The company’s signature content, 'Color Sound,' extends color beyond the realm of visual experience to include sound and sensation, offering visitors a new perception of color. This goes beyond a simple product demonstration, becoming part of an artistic experience and embodying NOROO Paint’s pursuit of 'the fusion of art and color.'

Through this partnership, NOROO Paint is emphasizing its identity not just as a paint supplier, but as a 'color creator' that brings new experiences and inspiration to people and spaces. The company explained that while art provides new imagination and perspectives, businesses supply the resources and technology to realize them. NOROO Paint has built a more creative and practical partnership in this connection by using color as a medium.

Looking ahead, NOROO Paint plans to continue collaborating with various fields in art and design, including global art fairs. With a focus on ESG management, sustainability, and support for culture and the arts, the company aims to create future value through color and present a new model for color companies on the global stage, beyond Korea.

A NOROO Paint representative stated, "Frieze Seoul is a stage where world-class art gathers, and we hope visitors will experience the colors and experiences NOROO Paint offers firsthand. We will continue to be a company that delivers inspiration and value to more people through color."

Frieze Seoul 2025, held at COEX in Gangnam-gu, Seoul until September 6, will feature more than 120 booths from top galleries such as Gagosian, Hauser & Wirth, and Lehmann Maupin, representing over 30 countries. Amid this, NOROO Paint will present a stage that connects art, business, and the world through the language of color.

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