The Grimm Media Plans Media Art Museum in Paju... Opening Scheduled for Late July

- Officially Named 'MUSEUM HEI'
- Large-Scale Immersive Media Art Exhibition Hall with an Average Height of 10m and Size of 3,900㎡

The digital & visual art planning company Thegrim Company Co., Ltd.'s media art brand ‘Thegrim Media’ is planning the largest-scale media art museum in Korea, ‘MUSEUM HEI’ (hereinafter Museum Hei), which will officially open on July 26. This museum will be newly constructed as a dedicated media art hall with a scale of 3,900㎡ on a 7,250㎡ site within the Unification Hill Tourist Zone in Tanhyeon-myeon, Paju City. It is the largest of its kind in the Seoul-Gyeonggi area.

The Unification Hill Tourist Zone in Paju is the core of the ‘Hallyu Cultural Belt’ encompassing Publishing City, Heyri Art Village, and CJ ENM Studio Center. It aims for ‘12-hour stay tourism’ and is promoting projects such as the tentative National Museum Complex and the ‘Family Art Camping Peace Village.’ Museum Hei, as a key part of the Hallyu Cultural Belt, is expected to attract tourists within Unification Hill and revitalize the local economy.

Museum Hei consists of over 20 media art pieces that surrealistically interpret themes such as ‘space-time,’ ‘nature,’ and ‘masterpieces’ centered on the beautiful moments of life. Among the works is a piece by the artist ‘CONY,’ who is gaining attention for a dreamy and trendy artistic world.

Using projection mapping techniques projected onto high ceilings averaging 10 meters, floors, and wide walls, it offers an overwhelming experience that seems to envelop the audience from all directions. The large plaza, 70 meters long, that runs through the exhibition space is the museum’s most distinctive feature, allowing visitors to experience an infinitely expansive space through illusions and mirrors.

The visitor flow was also designed around this plaza axis. Instead of a one-way path, the flow is multi-directional, enabling visitors to freely stroll through the exhibition space and fully enjoy the artworks. Additionally, sound and scent were varied according to themes to enhance complete immersion.

Content for children as well as adults has been prepared. By coloring the animal character mascot ‘Hei Friends’ of Museum Hei, the form and color are recognized, utilizing so-called interactive technology that appears within the media art. Furthermore, an anamorphic illusion technique expressing maximized three-dimensionality at specific points has been used to create a three-dimensional media art zone where giant cute animals seem to pop out from the walls.

Shin Hyuk, CEO of Thegrim Media, who was in charge of planning this content, said, “We planned this media art content with the goal of creating art that anyone can enjoy. Museum Hei, themed on the beautiful moments one can feel in life, will offer visitors a time to empathize and fully experience surreal scenes from a new perspective. Our goal is to lead the trend of complex art museums not only domestically but also in overseas markets, starting with Museum Hei.”

Meanwhile, Thegrim Company Co., Ltd. was established in 2014, originating from Loro Art Plan Co., Ltd., which planned the design of the ‘largest outdoor mural’ listed in the Guinness Book of Records, the Incheon Inner Port Silo Supergraphic, in 2018. Utilizing anamorphic technology for optical illusion art, the company planned and produced the ‘Jeju Gogh’s Garden Museum’ domestically and has a proven track record of exporting AR trick art museums to New Zealand, the United States, Canada, China, and Cambodia, demonstrating its competitiveness. Currently, under the brand name ‘Thegrim Media,’ it is expanding its business into outdoor advertising media art and media art exhibitions, solidifying its position, including producing the grand prize-winning content in the digital signage category at the ‘2023 Korea Digital Advertising Awards’ hosted by the Korea Digital Advertising Federation (KODAF).