Hyundai Department Store Duty Free Wins Grand Prize at Korea PR Awards

The digital signage at Hyundai Department Store Duty Free Trade Center branch is displaying the media art "Art is your DUTY."

Public Art Project 'Art is your DUTY'
Winner of the Best Award in the Image PR Category

[Asia Economy Reporter Yuri Kim] Hyundai Department Store Duty Free announced on the 25th that its public art project 'Art is your DUTY,' which has been held monthly since April, won the Best Award in the Image PR category at the '2021 Korea PR Awards Ceremony' hosted by the Korea PR Association on the 24th.

The Korea PR Awards is in its 29th year this year and is a PR field awards ceremony. Each year, it selects outstanding PR activity cases from domestic companies, government, and public institutions based on professionalism, completeness, creativity, timeliness, and results of PR activities.

'Art is your DUTY,' which won the Best Award at this year's Korea PR Awards, is a project that presents new media art every month in collaboration with media artists and production companies through digital signage on the exterior wall of Hyundai Department Store Duty Free Trade Center branch. Starting with 'A Garden 2021' created by artist Yang Minha and production company easywith, it has introduced seven works up to this month, including 'CAT box (Sanghwa)' and 'THE BLUE (Studio Atec)'.

A Hyundai Department Store Duty Free official said, "'Art is your DUTY' is a project planned with the purpose of realizing an 'urban art museum' where anyone can enjoy art in an open space," adding, "We will continue to present various cultural and artistic contents to help establish the Samsung-dong area as a tourist attraction."

Meanwhile, the digital signage installed on the exterior wall of Hyundai Department Store Duty Free Trade Center branch is the largest vertical digital signage in Korea, covering an area of 1,350㎡.