Installation view of 《Square Square》 © Atelier Hermès

On April 5, 2012, the contemporary art space Atelier Hermès, located on the third floor of Maison Hermès Dosan Park, is transformed into a plaza. From the Acropolis of ancient Greece to contemporary social media, the socio-cultural concept and function of the plaza have rapidly changed. In this context, Hong Seung-Hye reveals the “bare face” of the exhibition hall—previously enclosed by layered partitions—and, through optimal interventions and organic proposals for the space, transforms this site into a plaza — temporally limited yet spatially concrete.

In this process, taking the square modules that structure the Hermès building as a point of departure, Hong establishes the square as a metaphor for a plaza — a space where all beings gather — and further for the cosmos. Accordingly, the pixel, the foundation of organic geometry, becomes both the element of the universe and the universe itself. “The continuous façades of the buildings forming the plaza, the ground surface, and the fountain, sculpture, streetlights, and benches” likewise appear as basic elements in 《Square Square》 through the artist’s reinterpretation.

At one corner of the plaza stands a small wine bar, furnished with the various equipment it requires — tables, a wine cellar, mural, neon sign, and video projection. In this way, the ideology of organic geometry, “optimization of space,” is realized as an actual environment grounded in its formal idea. The site becomes a meeting place for all of us where the organic evolution of life can continue, an allegory of such a place, and another small challenge toward the repeatedly frustrated modernist utopia.

In particular, as part of the process of contemplating 《Square Square》, the neon sign and video projection are produced through collaborations with other artists: the wine bar’s neon sign with artist Park Kwang Soo, and the video projection with artist Shim Rae Jung, with shared copyright ownership.

The entire production has been supported by the Fondation d’entreprise Hermès, and an accompanying artist book will be published during the exhibition period. Atelier Hermès publishes an artist book for each exhibition that combines on-site criticism and humanistic perspectives, addressing from multiple angles the issues raised by the new productions supported by the Hermès Foundation and their related discourses. As the first volume, No Jae Woon’s Magnolia, Magnolia will be distributed on the opening day of 《Square Square》.

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