LG Electronics (066570.KS) is staging a brand event that transforms all of Seoul Forest into an exhibition space combining culture, the arts and large-scale media art. The company said it aims to merge technology and art to offer customers new experiences in daily life and broaden its brand experience.
LG Electronics said on the 2nd that it will hold "Seoul Forest Art Forest," a participatory arts event, at Seoul Forest in Seongsu-dong, Seoul, from the 2nd through the 11th.
The centerpiece of the event is Mirror Pond, one of Seoul Forest's best-known landmarks. There, LG Electronics is presenting "Infinite Possibilities," an immersive media art work created in collaboration with Choi Se-hoon, an AI artist and architect. Choi produces works that combine architectural engineering with AI algorithms, and was named last year to the Ministry of Foreign Affairs' list of "12 Leading AI Artists of Korea."
During daytime hours, LG Electronics is using 36 units of 55-inch LG high-brightness signage, with peak brightness of 4,000 nits and IP56 dust and water resistance, to display the media art. After 6:30 p.m., nighttime immersive content adds lighting, mist and sound blended with the surrounding forest. The work can be viewed daily from 11 a.m. to 8:30 p.m.
Rather than an exhibition viewed on a screen, the event treats all of Seoul Forest as a single vast canvas. By combining light, sound, mist and other elements, it delivers a synesthetic experience that stimulates visitors' sight, hearing and other senses at once.
With the event, LG Electronics has extended its art marketing, previously centered on stores and museums, into outdoor public spaces. The company began by sponsoring an exhibition of works by artist Kim Tschang-yeul last year and has since worked with the National Museum of Modern and Contemporary Art (MMCA), while expanding arts content online and offline by turning its flagship D5 store and major LG Best Shop outlets into gallery-style spaces.
This year, the company is sponsoring exhibitions at the MMCA featuring the late artist Lee Dai-won and artist Christine Sun Kim, as well as a special exhibition at the Seoul Arts Center devoted to Spanish figurative painter Xavi Solà.
"We wanted to convey, through an artistic experience, the value of technology that is present in everyday life but easily goes unnoticed, like a forest, light or air," said Oh Sung-taek, head of Korea marketing communications at LG Electronics. "We hope visitors feel a new brand experience in a space where nature, technology and art come together."
