Bodyfriend will open its Haeundae directly operated store on the 19th as its first art flagship store in the Busan region. Photo: Bodyfriend Haeundae directly operated store. © Bodyfriend

While strengthening its art marketing using massage chairs, Bodyfriend announced on the 18th that it will open its Haeundae directly operated store on the 19th as its first art flagship store in the Busan region. Bodyfriend is renovating its 127 directly operated showrooms nationwide into “art flagship stores,” where visitors can experience massage chairs and view artworks at the same time.

With the new opening of the Haeundae directly operated store, Bodyfriend Art Lab will present “Hello Art with Junyoung Kang,” the third collaboration of the “Hello Art” project. Artist Junyoung Kang is known as an artist who moves across diverse fields, from ceramics to painting, and expresses art on the surface of canvas using colors, symbols, and letters. He created his own genre of “ceramic painting,” in which text and decorative images are inscribed onto ceramic works.

In this exhibition, visitors can view around 30 works from the flower series and ceramic series of Junyoung Kang’s work When the Records We Chose Become Love 祥瑞. Messages filled with love drawn from autobiographical experiences, such as ‘Pray for you’, ‘I adore you’, and ‘With you’, are written on each of his works.

In this way, Bodyfriend is pursuing a strategy of expanding brand experience through offline store composition using art participatory content. It aims to strengthen the differentiation of the exhibition space by combining various art contents with massage chairs. In particular, the company plans to continue artistic communication with customers through art classes in which the artist personally meets customers as a docent in the exhibition space and explains the works, as well as through artwork sales.

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