U.S. recording artist Pharrell Williams poses as he arrives at the red carpet for the opening ceremony of the 2024 Paris Olympics in Paris, France, July 26. EPA-Yonhap

Pharrell Williams, the pop artist and founder of the digital auction platform Joopiter, visited Seoul to launch an online auction project featuring fashion collectibles and art archives from K-pop artist G-Dragon, the event's main sponsor said Wednesday.

An exhibition for the project, named "Nothing but a 'G' Thang: The Art & Archive of G-Dragon," runs for three days from Thursday at a museum in Seoul. Innocean, an advertising subsidiary of Hyundai Motor Group, is participating in the event as a main sponsor.

Williams teamed up with G-Dragon to launch the auction platform's inaugural event in Korea. He founded the art content platform in 2022 to showcase collections from influential global artists both here and abroad. The American singer-songwriter and rapper is renowned for his multifaceted impact on the global art and fashion industries and has won 13 Grammy Awards for his musical achievements.

Last year, he was appointed as Louis Vuitton's creative director for men's fashion.

The Joopiter founder was also seen posing with G-Dragon at an art night event on Monday. The event was organized to celebrate the opening of the 2024 Frieze Seoul, an annual international art fair.

A group of Korean celebrities, such as actors Lee Byung-hun and Lee Jung-jae, also attended the night party for the event.

"Joopiter is delighted to jointly hold the event for the first time in Korea with G-Dragon, the icon of the era, and Innocean," Joopiter CEO John Auerbach said. "The latest partnership comes with significance in that Joopiter's corporate philosophy aligns with that of Innocean, as both of them respect values of contemporary art and play a leading role in creating fresh brand values."

Innocean CEO Lee Yong-woo also expected the latest event to help broaden its influence into other industries.

"We have decided to sponsor the meaningful event celebrating artists' heritage," he said. "As there (are) no boundaries in creativeness, we look forward to forging more ties with companies in not just fashion, but other industrial sectors."