Relief Organization Collaborates with Art Platform Paek

Presenting Works Combining Fashion and Contemporary Art

[Asia Economy Reporter Yujin Cho] KUHO, a minimal contemporary brand under Samsung C&T Fashion Division, announced on the 19th that it will hold a collaborative exhibition with the contemporary art platform PACK at its Hannam flagship store until the 15th of next month.

PACK is an art platform that provides a three-dimensional art experience through a transparent cube-shaped display system, which offers an optimal exhibition experience in any environment. It collaborates with various creators such as artists, planners, designers, architects, and musicians to produce and introduce works that embody new attempts.

The theme of this collaborative exhibition is "Parts of Air." It signifies the meeting of fashion and contemporary art, becoming parts of each other to derive new possibilities. Four young artists?Kim Daehwan, Ramhan, Choi Sujin, and Han Jihyung?presented works inspired by the modern and minimal sensibility of the brand KUHO.

With keywords like wearable and utility, each artist proposed works emphasizing wearability and functionality through their respective methods, including sculptural installations, digital illustrations, ceramic crafts, and paintings.

In particular, to facilitate a deeper viewing experience, the exhibition utilized modular exhibition furniture in the form of cubes that embody the aesthetics of modern architecture, and installed kiosks where visitors can access information about the artworks and artists.

Additionally, DJ Kise from the DJ crew Bazookapo, active mainly in Seoul, curated an album themed around the worlds of the four artists’ works, which is played continuously in the store to enrich the immersive experience of the exhibition.

Meanwhile, KUHO also launched ‘pack.KUHO’ planned products such as T-shirts, hats, keyrings, and CDs featuring the collaborative works as design points. These are sold at the Hannam flagship store and Samsung C&T Fashion Division’s integrated online mall, SSF Shop.

Lee Hyunju, KUHO team leader, said, “To celebrate the 3rd anniversary of the Hannam flagship store, KUHO prepared a special exhibition combining fashion and art to strengthen communication with customers. This fall, through collaboration with PACK, we hope customers will newly experience the possibilities of contemporary art between the boundaries of art and fashion, artwork and product, exhibition space and showroom.”