New Hannam Art Belt Ahead of Daily Recovery
Leeum Museum of Art Reopens After 1 Year 7 Months
600 Daily Pre-Reservations Sold Out Immediately
Famous Overseas Galleries Join, Abundant Attractions
'Sanchaekjok' and 'Kollini' Young Consumers Influx
Majority Visitors in Their 30s-40s... Active Transactions
[Asia Economy Reporter Choi Dong-hyun] "Did you come from the exhibition club? Please tell me the name of the representative."
On the first weekend after social distancing measures were eased, including allowing private gatherings of up to 8 people in the Seoul metropolitan area, ahead of the phased return to normal life (With Corona), seven visitors entered Gallery A located in Hannam-dong, Yongsan-gu, Seoul, all at once. Seeing them, a gallery staff member, as if familiar, asked whether it was a group visit and confirmed the name of the representative who made the reservation, then guided them through the QR check-in process. After completing the entry procedures, the group dispersed and spent about 30 minutes viewing the artworks before leaving the venue. A few hours later, they were spotted at another gallery located in Hannam-dong.
MZ generation (Millennials + Generation Z) are flocking to art museums and galleries in Hannam-dong, Seoul’s representative affluent neighborhood. This is attributed to the rich attractions in the area, such as the reopening of the Samsung Leeum Museum of Art after 1 year and 7 months, and the successive openings of famous overseas galleries. A diverse young consumer base is emerging, ranging from ‘strollers’ who casually browse galleries in the area to ‘Cullini (Collector + child)’ who purchase catalogs, goods, and artworks on site.
On the 2nd floor of the 'Print Bakery Hannam' gallery in Hannam-dong, Yongsan-gu, Seoul, works by artist Seo Yura are on display.
Print Bakery, a gallery operated by the art auction company Seoul Auction, is recently gaining popularity among novice collectors as one of the ‘hot spots.’ It operates under the concept of choosing art as casually as picking bread at a bakery. The gallery features relatively affordable works by famous artists and mainly exhibits works by emerging artists. It also sells digital prints of masterpieces, attracting demand for interior decoration or gifts. There are two locations in Hannam-dong: ‘Nine One Hannam’ and ‘Hannam’ branches.
At ‘Print Bakery Hannam,’ Western painter Seo Yoo-ra’s hyperrealistic paintings of books are on display and for sale. When asked about a piece hanging on the second floor, a gallery staff member said, "It was just sold for 2 million won." On the first floor, the artist and a woman who appeared to be in her 30s or 40s were busy discussing the artwork.
At BHAK Gallery near Bukhan-nam Samgeori, the exhibition ‘Perpetual Reflection’ is being held, simultaneously showcasing works by domestic abstract art masters such as Jung Sang-hwa, Yoon Hyung-geun, and Won Soo-yeol. Among Jung Sang-hwa’s works, a master of monochrome painting, a piece from the 1980s considered a masterpiece draws attention. Small-scale works numbered 1 to 4 by Yoon Hyung-geun (1928?2007), known for their minimalistic and indigenous aesthetic, are also highlights. Won Soo-yeol’s 108 Afflictions series, expressing Buddhist doctrines and Eastern sentiments through black-and-white contrasts, was striking.
The largest Jung Sang-hwa piece in the exhibition, size 60, has found a new owner. Yoon Hyung-geun’s small works sold out, and some of Won Soo-yeol’s small pieces were also sold. Park Jong-hyuk, CEO of BHAK Gallery, hinted, "Visits by people in their 30s and 40s have recently increased significantly, and about half of the transactions are actively conducted by this group."
The Asia premiere solo exhibition of Geun Franz, titled 'Not Enough Words,' is being held at the 'Foundry Seoul' gallery.
At ‘Foundry Seoul,’ which opened in June in the basement of the Gucci House near Itaewon Station, the Asia premiere solo exhibition ‘Not Enough Words’ by New York-based American artist Eegan Franz is underway. A couple repeatedly presses their smartphone cameras against the artwork as a backdrop. Another visitor is deeply engrossed in reading the artwork guide. Most visitors met during about 50 minutes spent in the gallery, including these, appeared to be young people in their 30s.
In addition, at internationally renowned galleries located in Hannam-dong such as Pace Gallery, Thaddaeus Ropac, VSF, and Gallery Baton, the majority of visitors were individuals or small groups in their 30s and 40s. This area, which previously had a high floating population of young people mainly around restaurants and cafes, is now expanding the preferences and consumption range of this demographic through the formation of the so-called ‘New Hannam Art Belt.’
The recently reopened Leeum Museum of Art on the 8th further fuels this atmosphere. Leeum operates with a daily visitor limit of 600, and online advance reservations, which open at midnight daily, sell out immediately. ‘Leeum reservation tips’ are shared mainly within art-related communities where young people are active. A Leeum official said, "About 10,000 visitors have come within two weeks of reopening, including the preview period," adding, "There are many reviews that not only the visitors but also the artworks themselves have become younger and more diverse."
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