Urban Break ©KCC

Street art (ground murals) in Hongdae is captivating the eyes of both local and international visitors.

KCC Paint, a global leader in applied materials and chemical solutions, has collaborated with Chu Mirim, an artist renowned for her large-scale projects both in Korea and abroad, to present "Art on the Streets" in Hongdae. Through this street art initiative, they aim to offer both locals and tourists an immersive artistic experience in public spaces.

The Red Road Power Plant Plaza near Hongik University has been transformed into a vibrant street art site, with KCC Paint’s ‘SENSETAN’ playing a crucial role in the project.

Chu Mirim’s work integrates seamlessly into the urban landscape rather than overpowering it, creating an artwork that blends into everyday spaces rather than dominating them. Under the theme ‘Pixel Air’, she covered an area of 300㎡ with her signature pixel-art style, painting diverse images across the ground.

KCC Paint’s SENSETAN, known for its wide color range, superior application quality, and outstanding durability, has been used in various artistic projects, including graffiti works. For this street art piece, ten different colors of SENSETAN were applied, helping the artist create a highly sensory and visually engaging composition. The paint’s user-friendly properties allow for easy application, even without professional knowledge, while its strong adhesion, waterproofing capabilities, and resistance to external exposure make it ideal for outdoor artworks.


Urban Break ©KCC

This street art project is part of "Playable Seoul", a city-led initiative designed to introduce interactive tourism experiences in everyday urban spaces.

Visitors to Hongdae can do more than just view the artwork—since the ground itself is transformed into a massive art piece, people can engage with it creatively. Many have been taking playful photos, incorporating their own shadows into the artwork, such as posing so that their shadow appears to be holding a cup of coffee from the mural.

Earlier in July 2024, KCC participated in the ‘Urban Break 2024’ art fair, showcasing an art wall using KCC’s eco-friendly water-based paint, ‘Soopro’, and supporting a live graffiti performance by JonOne. More recently, KCC Paint has also been used in the ‘Great Graffiti Village’ project on Aphae Island, Sinan County, the world’s first Graffiti Island, which was established through an MOU between Urban Break and Sinan County.

Through such initiatives, KCC continues to integrate cultural marketing strategies, ensuring that KCC Paint plays a role in various artistic and social contribution projects. By making its products part of artistic creations, KCC fosters a friendly and approachable brand image, naturally increasing brand awareness and trust.

Additionally, KCC aims to leverage the reflective effect of its products—meaning that artworks created with KCC Paint will inherently remind viewers of the brand itself, reinforcing its distinct and unique identity within the cultural landscape.

A KCC representative commented, "As KCC Paint’s cultural marketing efforts continue to succeed, we are seeing more opportunities to explore unique marketing approaches. It is particularly meaningful that KCC Paint was used in Seoul’s street art project, allowing countless visitors in Hongdae to experience a fresh perspective, artistic inspiration, and enjoyment through our products."

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