Ace Bed Collaborates on 'Red Room: Love Is in the Air' Exhibition

Connecting Artworks and Exhibition Spaces Through Beds... Offering a Unique Bed Experience

Ace Bed's 'Jana' exhibited at the Ground Seesaw Seochon 'Red Room Love Is in the Air' exhibition. [Photo by Ace Bed]

[Asia Economy Reporter Kim Jonghwa] Ace Bed, a leading bed brand in South Korea, is conducting unique experiential marketing through collaboration in the cultural and artistic fields. Ace Bed is collaborating on an art exhibition titled "Red Room: Love Is in the Air," held at the complex cultural space Ground Siso Seochon until November 6. They have created and showcased a special bed that matches the exhibition's theme and the atmosphere of the space.

The "Red Room: Love Is in the Air" exhibition, which Ace Bed collaborated on, features three MZ generation wannabe artists?Minzo King, Martina Matencio, and Stella Asia Consonni?who are gaining recognition in their respective fields across Korea and Europe. Centered on the theme of "the essence of love," this exhibition connects to the story of "me" through works reflecting love, frustration, and desire in various forms and emotions such as photography, video, illustration, poetry, and essays.

Ace Bed is exhibiting its flagship product ZANA on the 4th-floor photo zone where Minzo King's artwork is installed. The Ace Bed ZANA is a bed featuring a wing-shaped headboard designed to resemble a cradle, creating a cozy, enveloping feeling. Unlike the previously available "Phantom Gray" and "Peach Blossom" colors, a special white color was produced to match the exhibition concept. Considering that it is displayed outdoors, a functional fabric resistant to water and stains was used.

The exhibition planning and production company Media & Art provided fun elements by using augmented reality animation through an app at the photo zone where the Ace Bed is placed, harmoniously connecting the bed with the artwork and exhibition space, allowing visitors to experience Ace Bed from a new perspective. To commemorate this exhibition collaboration, Ace Bed also prepared an SNS event. By sharing the event post on Ace Bed's official Instagram, participants can enter a draw to win exhibition invitation tickets. The event runs until May 31, and tagging a friend in the comments counts as an entry.

Jeon Myungju, Head of Sales at Ace Bed, said, "We undertook this collaboration to offer the main cultural consumer group, the MZ generation, a more unique experience of rest, love, and the everyday tool of a bed." He added, "Going forward, Ace Bed will continue to actively expand experiential marketing in daily life by collaborating with the cultural and artistic fields and operating conceptualized pop-up stores."