Luxury Brand Activations During the Seoul Art Week 2024
Still from Kimsooja’s work Wandering showcased at the Gucci Culture Month exhibition in Seoul
In relation to the two previous posts about the Seoul Art Week 2024 (2-8 September) and luxury artification in the Korean context, I wanted to also analyze the different formats of luxury brand activations I have witnessed. This list is not exhaustive as, for now, I am focusing mostly on the ones I have attended personally as I, naturally, have more insights on them. Additionally, some of the brands incorporated mutiple aspects and they could potentially fit into multiple categories. Nonetheless, I wanted to make the first attept at categorization, focusing on the most prominent features, as I find it fascinating to see the diverse decisions made on the brand strategy level.
1. BRAND EVENT SHOWCASING COLLABORATIONS WITH ARTISTS
LOEWE
Jaiik Lee’s ceramic artwork displayed at Casa LOEWE
Accessories created by artist Jaiik Lee showcased at the flagship store
I managed to sneak in a picture with the artist (who’s waring one of the accessories)
On 5 September, the day Frieze Seoul opened to the public, LOEWE held an event at the Casa LOEWE in the Cheongdam district during the Cheongdam Night event (four Seoul districts took part in the ‘… Night’ theme with galleries hosting events and operating into the morning hours). There was a DJ playing music, delicious cocktails, but more importantly – the store also turned into a small gallery of works of one of the artists selected by LOEWE as the finalist for the LOEWE FOUNDATION Craft Prize in 2023, Jaiik Lee. Not only that, that’s when the brand launched a limited edition collection of accessories created by the artists for the brand. The artist was invited too and it was amazing to see him busy throughout the night, chatting with both long-time fans of his work and those who learned about his art through the brand. I got to speak with him as well and was thrilled since I was in the process of writing a research paper that mentions the prize.
A behind the sceenes peek at a photoshoot for the accessory collection
To make things even more exciting, we were able to witness the photoshoot for the collaboration – the model and creative team at work, which I later saw in a fashion magazine. The atmosphere was very welcoming and everyone was having a great time, so the event was a big success.
MCM
The MCM Wearable Casa Collection created by the Italian design studio Atelier Biagetti
Originally launched in Germany in 1976, MCM was bought out by Sungjoo Group of Korea in 2005. The brand is clearly at home in Seoul and the event hosted during the Seoul Art Week meant a full house. The brand invited Alberto Biagetti and Laura Baldassari, founders of the Italian design studio Atelier Biagetti, and showcased the MCM Wearable Casa Collection created in collaboration with the creative duo. First shown during Milan Design Week in the Spring, the collection features seven pieces of furniture that double as clothing and accessories. Two floors were completely dedicated to the exhibition and there was also an artist live painting on MCM bags – a customization offered by the brand.
Artist at work at the MCM event
The brand team was also very welcoming – as were the artists – and the brand further entertained everyone with a live jazz concert on the rooftop. The event felt very community-focused, which seems in line with the dedication the brand shows to its second home. I learned that MCM has been working with fashion programs at local universities for many years now, giving a second life to whatever is left from production and sharing it with young designers.
2. MODERN ART EXHIBITION
Saint Laurent
Entrance to the Portrait of the Collection: Selected Works from the Pinault Collection exhibition | Image courtesy of SONGEUNG Art and Cultural Foundation
Saint Laurent joined hands with the SONGEUNG Art and Cultural Foundation to host the Portrait of the Collection: Selected Works from the Pinault Collection exhibition on view from 4 Septemeber to 23 November 2024. François Pinault’s collection holds more than 10,000 contemporary artworks and, as you can imagine, includes some very famous pieces. On view were artworks by one of my favorite painters, Marlene Dumas – even more profound in person, Peter Doig, Anicka Yi, Miriam Cahn, David Hammons, and Antonio Obá – another jaw-drop moment for me, Rudolf Stingel, Luc Tuymans, Korean artist Ji Hye Yeom, Tatiana Trouvé – again, in love, and others.
Painting by Antonio Obá from the Pinault Collection
Detail, painting by Marlene Dumas
Painting by Peter Doig
Marble sculpture by Tatiana Trouvé
Painting by Miriam Cahn
The high profile of the event attracted guests such as artist Kimsooja and Boris Vervoordt, Antwerp-based antique dealer who also exhibited at Frieze Seoul. The Axel Vervoordt Gallery, named after the father and world-renowned architect, has always represented numerous Korean artists and it was great to notice their presence during the Seoul Art Week. The brand also invited some of its Korean ambassadors and hosted the second part of the event at its nearby flagship store.
@Porsche AG
Work by Audrey Large and Théophile Blandet at Porsche’s Capsule Dreamspaces #01 Seoul exhibition
This is where I cheat a bit as Porsche did a bit of everything, but the exhibition remains the main part. As part of The Art of Dreams, the carmaker organized the Capsule Dreamspaces #01 Seoul exhibition. Seoul is the first location for the new series launched in partnership with design platform Capsule, sister to Kaleidoscope magazine, co-curated by creative director Alessio Ascari and architect Paul Cournet.
The second floor was filled with works of Kwangho Lee
Opened from 4 to 8 September, the multi-sensory event took place in a large pop-up retail space in Seongsu, currently the most hip district of Seoul. Porsche showcased art of both international and Korean artists. Invited to take part were Carsten Höller – known for his enormous slide installation at Tate Modern, the design duo Audrey Large and Théophile Blandet, Exra Miller, Koo Jeong A – who created the work Odorama Cities for the Korean pavilion at the 60th Venice Biennale this year, Seoul-based design studio Niceworkshop, and one of my favorite young Korean artists, Kwangho Lee – whom I have mentioned previously as he has also worked with Dior and Jo Malone. The brand organized an Artist Talk session for the opening event and chatted with the invited artists in a cozy area filled with furniture created by Kwangho Lee.
You can check out the YouTube video introducing the event below.
GUCCI
A project by choreographer-dancer Ahn Eun Me showcased at the GUCCI Cultural Month in Seoul
GUCCI made the smart decision to avoid the already oversaturated Seoul Art Week and hosted the Dual Narratives: Honoring the Visionaries exhibition to celebrate the GUCCI Cultural Month in Seoul from 15 October to 14 November. The brand highlighted the accomplishments of four Korean pioneers – artist Kimsooja, pianist Cho Seong-Jin, filmmaker Park Chan-wook, and choreographer-dancer Ahn Eun Me. Kimsooja (her work was in more than 40 biennials — including the 55th Venice Biennale in 2013) and Park Chan-wook (known for his Vengeance Trilogy, which includes the global hit Oldboy) I was already familiar with, but it was great to also learn about other figures that have such great contribution to the Korean cultural scene.
I made a reservation for the exhibition through the brand’s Kakao Talk channel and so thankfully did not have to wait in line too long as the large influx of visitors was well managed via the system. The exhibition was split into two parts – part one showcasing portraits of the artists and their works with docents introducing each of the sections, and part two, video art created by the artists or about the artists was played just next door, at GUCCI’s Itaewon flagship store. The videos were very powerful and I ended up overstaying my turn despite the long line to take it all in.
3. ART(IST) TALKS
Hermès
Artist Heecheon Kim, recepient of the 20th Hermès Foundation Missulsang | Image courtesy of Hermès
Hermès is a true pioneer in terms of supporting Korean art – It launched the Hermès Foundation Missulsang art prize for rising Korean talents as early as 2000 – originally annual and as of 2015 biannual, it has been awarded to 20 local artists since its creation. The luxury house also opened Atelier Hermès at the Maison Hermès in Seoul in 2006 and since 2007 has been exhibiting approximately five Korean artists a year, hosting both individual as well as group exhibitions. On 7 September 2024, so during the Seoul Art Week, the brand held an Artist Talk session with Heecheon Kim, the young artists who won the 20th Hermès Foundation Missulsang in 2023 and whose works were on show at Atelier Hermès from 26 July to 6 October 2024. They also timed their Le Monde d'Hermès pop-up kiosk to coincide with the art week at it was held on 6-7 September at the Seoul Arts Center, one of the most important cultural institutions in Korea.
Cartier
Author Changyong Lee (left) and moderator Chanyong Park (right) during the Jewelry, Read through Pictures art talk
Actually, Cartier did a bit of everything – they were a sponsor of the Room, As It Is exhbition at the Arumjigi Culture Keepers Foundation which explored Korean tradition through a modern lens, and also sponsored the Jung Youngsun: For All That Breathes On Earth exhibition at the National Modern Museum of Modern and Contemporary Art in Seoul. The latter actually opened on 5 April 2024, but it concluded around the Seoul Art Week as it ran through 22 September 2024. I’m cheating a bit by including it here, but Cartier Korea just does so much for the local art scene it would be remiss not to mention it.
However, similarly to Gucci, they also had their cultural event – Le Salon de Trinity – happen after the peak of the Seoul Art Week, from 9 to 20 October, while still being close enough in time for people to form the association. To celebrate 100 years of Trinity, the brand organized a total of 31 events held at the Cheongdam flagship store. There were talks on topics such as philosopy, the broader arts and culture, musical performances including a jazz live show, and even a whisky class and magic show. Registration was held online and basically every event sold out – I managed to snatch a seat for the Jewelry, Read through Pictures (주얼리, 그림으로 읽기) Art Talk with Changyong Lee (이창용), author of books on art history, which I thoroughly enjoyed. And so while the brand did much more than just organize meeting with artists and art experts, the talks were at the center of the Le Salon de Trinity program.
There were also multiple other events, including those organized strictly for VVICs. Considering the Seoul Art Week event calendar is already filled to the brim, I am very curious to see what else brands come up with next year to set themselves apart from the crowd!
