"Museum on Olympic-daero"... Contemporary Art Masterpieces Displayed in Digital Zone

Digital Zone Established on Yeouido-Noryangjin Section of Olympic-daero
Introducing Contemporary Masterpieces from the MMCA Collection
"Aiming to Provide Opportunities to Enjoy Art in Everyday Life"

The National Museum of Modern and Contemporary Art (MMCA) announced on July 11 that it will launch the "Museum on the Road," introducing contemporary artworks through a newly established digital zone along the Yeouido-Noryangjin section of Olympic-daero in Seoul.

The Museum on the Road consists of six large digital billboards. Since July 1, images of works from the MMCA's collection have been displayed on these billboards. The MMCA plans to provide a variety of art content on Olympic-daero, a road known for heavy traffic congestion, offering approximately 240,000 drivers who travel this route daily an opportunity to enjoy art in their everyday lives.

Currently, as part of the series "Here and Now, MMCA," the billboards are displaying works from the museum's collection that were selected through a public vote. The displays feature mockups utilizing masterpieces by artists such as Jang Wookjin, Suh Seok, Kim Sangyu, Hwang Kyubaek, Lee Jechang, and Joo Kyung. In the future, the museum plans to showcase its collection of Korean paintings and artworks from ongoing exhibitions.

This digital zone was established as part of the outdoor advertising project for fundraising, carried out by the Outdoor Advertising Center of the Korea Local Finance Association. The MMCA is collaborating on this initiative to fulfill its role as a public art platform that adds aesthetic value to the urban landscape. The Outdoor Advertising Center intends to use the revenue generated from this project to fund major international events, support local governments in removing illegal advertisements, and assist with signboard improvement projects, thereby promoting the outdoor advertising industry.

Kim Sunghee, director of the MMCA, stated, "The exhibition space for contemporary art has expanded beyond museum visitors to include those traveling along Olympic-daero in the heart of Seoul. It is significant that we can introduce contemporary art to a wider audience and provide more opportunities for people to experience art in their daily lives."