Korea Philip Morris's Stunning Transformation... IQOS 'Goyang Starfield Store' Dressed in Graffiti Style

[Asia Economy Reporter Choi Sunghye] Philip Morris Korea announced on the 13th that it will carry out the third artist collaboration project, ‘IQOS x SEMI,’ at the IQOS Store Goyang Starfield branch.

Under the theme of ‘Harmony: Harmony of Nature,’ this project will run for about a month until the 31st. It is the third project following the art projects at IQOS Store Garosugil in October last year and IQOS Store Gwanghwamun in January. ‘Semi,’ a member of Mad Victor, Korea’s top graffiti crew, participated, transforming the inside and outside of the IQOS Store Goyang Starfield into graffiti art characterized by vivid colors and geometric shapes.

Semi is an artist who experiments by stacking or attaching letters to create three-dimensional forms and transforming them. He has presented experimental works not only in museum exhibitions but also in collaborations with famous domestic and international brands. His artistic world is fully reflected in this art project as well. In line with the subtitle ‘Harmony of Nature,’ he abstractly expressed the flexible yet distinct rhythm of nature and captured the shapes and rhythms brought into the three-dimensional space from multiple angles to embody them in the images.

Inside the store, transformed into an art gallery, five artworks by the artist and 15 limited-edition IQOS accessories directly painted by the artist are exhibited. Additionally, a customer participation ‘coloring event’ is held. Customers can color the sketches of the artist’s works themselves and display them on a customer canvas inside the store. After the event ends, the artist will select 10 customer artworks and award the artist’s canvas works and collaboration accessories as prizes.

Furthermore, a unique event allowing customer participation has been added to this project. In line with the artist’s style of using letters as objects, customers can complete the artwork by sticking stickers made in the main colors of the artwork onto the main shapes of the work. Customers who participate in this event will receive limited-edition stickers featuring the artist’s works.

Baek Youngjae, CEO of Philip Morris Korea, said, “The IQOS Store art project, now in its third installment, offers the public a new cultural experience and provides domestic artists with opportunities to showcase their artistic worlds. Following the Garosugil and Gwanghwamun stores, we hope that more customers will participate as it is held at the complex cultural space of Goyang Starfield.”