2006-11-21
Paper + Container = Museum?!
Designhouse Inc., which is the design & cultural contents media corporation established in 1976 in Korea, has built a museum commemorating its 30th Anniversary since its establishment.
The museum was named Papertainer because it was built with 353 Paper Tubes and 166 Containers. Even though paper and container were familiar materials, we were able to make it into a new form of artwork, said the Designhouse CEO, Young Hye Lee.
The museum was named Papertainer because it was built with 353 Paper Tubes and 166 Containers. Even though paper and container were familiar materials, we were able to make it into a new form of artwork, said the Designhouse CEO, Young Hye Lee.
Papertainer Museum is a new concept art actually building the art museum building itself by utilizing paper and container boxes as its major construction material. The designing of the art museum was entrusted to the famous Japanese architect Shigeru Ban and representative Yun Gyeong Shik of Korean construction worked in collaboration with him. Inside the art museum, two types of concept exhibition: Spotlight 30 Women and Spotlight 30 Brand is held. It is expected to stir up a sensational cultural shock in the nation by introducing over 100 works newly produced by 60 leading artists and designers in all fields such as art, design, fashion, and advertisement for this exhibition.
Boldly surpassing the stereotype of art museums, this modern and trend leading exhibition of Papertainer Museum is scheduled for exhibition tours in provincial areas like Busan and Gwanju after its 4 month exhibition in Seoul, and even overseas exhibition in Osaka and Shanghai is under consideration as well. It is anticipated that Papertainer Museum which will spread all over the world stirs up talks and issues while introducing the cultural capacity of Korea at home and abroad.
Maxine Wu, the project manager of Arts Management Network, made a short interview with Sowon Koo, the Strategic Design Division Marketer of Designhouse Inc.
Wu: Where did the idea of Papertainer Museum come from?
Koo: Deignhouse got inspired by Shigeru Bans works of architecture when Ms. Lee, the CEO of Designhouse visited NY and LA exhibitions. After the trip, Ms Lee has been searching eagerly for the right project for our 30th anniversary event - something to show our creativities.
Wu: What were the strategies for attracting the audience? What were your marketing projects?
Koo: First element will be the creative concept. Unusual materials of the museum (paper tubes & container) is the second attractive point for audience. The last but important one is the beautiful construction and landscape itself with beautiful lighting.
The exhibition is divided into 2 parts; the paper gallery exhibits 'Spotlight 30 women' and the container gallery exhibits 'Spotlight 30 brands'. Paper gallery consists of fine arts; mostly photography, and paintings. Artists interpret 30 women in Korean history. Container gallery shows a creative idea of brand marketing; so called Arts marketing. We match the Korean designers of renown with each brands (of all kinds) and each designer designs the brand in the container. Brands are able to approach the audience by touching artistic senses with designer's works.
Wu: Why business companies would like to sponsor for the arts in South Korea? And how did you corporate with them?
Koo: Korean companies are getting aware of the importance of design in business. Especially Samsung has already proceeded various activities related to art and design, because it has same objectives. Doing something with cultural creativities, this company decided to be the main sponsor of the Papertainer Museum. Not only Samsung but also many Korean companies are realizing the facts that design will be the key strategies in marketing.
We do receive funds but pay it back to the designers for the container design fee.
Since this is a commemoration event of Designhouse 30th anniversary, we tried to focus more on the creative art works rather than brand promoting section. Interesting part was that the brands were quite affirmative to the fact that this is not a brand promotion place, but an art marketing gallery. So I guess, companies are realizing the creative art & design is the most powerful strategy for the brands, too.
Wu: Will you prepare for the websites in English or other languages versions?
Koo: English websites has not complete prepared yet, but visitors can read an English introduction and watch English interview with world-famous architect, Shigeru Ban. However, we do have plans of holding exhibitions abroad in Asia, so English version should be followed.
For more information, please contact with Ms. Sowon Koo: swkoo@design.co.kr
Papertainer Museum http://papertainer.design.co.kr/
Boldly surpassing the stereotype of art museums, this modern and trend leading exhibition of Papertainer Museum is scheduled for exhibition tours in provincial areas like Busan and Gwanju after its 4 month exhibition in Seoul, and even overseas exhibition in Osaka and Shanghai is under consideration as well. It is anticipated that Papertainer Museum which will spread all over the world stirs up talks and issues while introducing the cultural capacity of Korea at home and abroad.
Maxine Wu, the project manager of Arts Management Network, made a short interview with Sowon Koo, the Strategic Design Division Marketer of Designhouse Inc.
Wu: Where did the idea of Papertainer Museum come from?
Koo: Deignhouse got inspired by Shigeru Bans works of architecture when Ms. Lee, the CEO of Designhouse visited NY and LA exhibitions. After the trip, Ms Lee has been searching eagerly for the right project for our 30th anniversary event - something to show our creativities.
Wu: What were the strategies for attracting the audience? What were your marketing projects?
Koo: First element will be the creative concept. Unusual materials of the museum (paper tubes & container) is the second attractive point for audience. The last but important one is the beautiful construction and landscape itself with beautiful lighting.
The exhibition is divided into 2 parts; the paper gallery exhibits 'Spotlight 30 women' and the container gallery exhibits 'Spotlight 30 brands'. Paper gallery consists of fine arts; mostly photography, and paintings. Artists interpret 30 women in Korean history. Container gallery shows a creative idea of brand marketing; so called Arts marketing. We match the Korean designers of renown with each brands (of all kinds) and each designer designs the brand in the container. Brands are able to approach the audience by touching artistic senses with designer's works.
Wu: Why business companies would like to sponsor for the arts in South Korea? And how did you corporate with them?
Koo: Korean companies are getting aware of the importance of design in business. Especially Samsung has already proceeded various activities related to art and design, because it has same objectives. Doing something with cultural creativities, this company decided to be the main sponsor of the Papertainer Museum. Not only Samsung but also many Korean companies are realizing the facts that design will be the key strategies in marketing.
We do receive funds but pay it back to the designers for the container design fee.
Since this is a commemoration event of Designhouse 30th anniversary, we tried to focus more on the creative art works rather than brand promoting section. Interesting part was that the brands were quite affirmative to the fact that this is not a brand promotion place, but an art marketing gallery. So I guess, companies are realizing the creative art & design is the most powerful strategy for the brands, too.
Wu: Will you prepare for the websites in English or other languages versions?
Koo: English websites has not complete prepared yet, but visitors can read an English introduction and watch English interview with world-famous architect, Shigeru Ban. However, we do have plans of holding exhibitions abroad in Asia, so English version should be followed.
For more information, please contact with Ms. Sowon Koo: swkoo@design.co.kr
Papertainer Museum http://papertainer.design.co.kr/
Resource from: Designhouse Inc., South Korea
http://www.designhouse.co.kr
http://www.designhouse.co.kr
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