Yaloo, Plastic Glitter Ending, 2023, Media façade (The Hyundai, Seoul) © Yaloo

The Korea Mecenat Association and Hyundai Futurenet held an open call for the media art project “H/ART AveNEW” under the theme of “environment,” selecting four final artists/teams. The selected works will be displayed on exterior media walls at The Hyundai Seoul in Yeouido, Hyundai Department Store Cheonho Branch, and the Handsome Building (Dosan-daero) through August 7.

“H/ART AveNEW” is a project planned this year to discover and support emerging media artists, with the aim of reimagining city streets as spaces for art. It combines Hyundai Department Store Group’s ESG umbrella brands launched last year—“Re;Green” and “We;Dream”—with the Korea Mecenat Association’s ongoing “ESG+Mecenat” campaign.

The open call ran for three months starting in March, and after first- and second-round reviews, two media artists and two art-major students (individuals/teams) were selected. The selected works are: ▲ Howling Express over Hypersea (Soojin Lee) ▲ Plastic Glitter Ending (Yaloo) ▲ Blue Frame (Viewport) ▲ Circulation (Su Hyun Yoo).

Regarding this open call, the judges noted that “from a work that reinterprets discarded materials as life-forms drifting in outer space to a piece that renders an ecosystem penetrated by microplastics into uncanny yet beautiful moving images, the selected projects are expected to effectively reveal diverse phantasms that traverse time and space on the exterior walls of urban buildings,” and they highly praised each work.

The team Viewport, who said they sought to express “a hopeful space where the times of the present and the future overlap” through the media wall, shared: “This open call provided an opportunity to think deeply about coexistence with all living beings. Looking beyond the two-dimensional plane, we will continue experimenting with connecting art and society.”

Each artist’s work will be presented for two weeks, for a total exhibition period of eight weeks. Beginning with Soojin Lee (June 13–June 26), the schedule continues with Yaloo (June 27–July 10), Viewport (July 11–July 24), and Su Hyun Yoo (July 25–August 7).

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