"Again, Earth" Media Art Exhibition
Delivering a Message of Sustainability
On July 11, Shinsegae Duty Free and the Seoul Museum of Art announced that they will collaborate on a media art project centered on the theme of the climate crisis.
Shinsegae Duty Free signed a memorandum of understanding (MOU) with the Seoul Museum of Art the previous day to strengthen content exchange and cooperation. Through this agreement, the two organizations plan to jointly pursue projects including: ▲ media art and exhibition planning ▲ art branding collaboration ▲ content development exploring public interest and social responsibility.
(From left) Kwak Jongwoo, Marketing Manager at Shinsegae DF, and Jung Sora, Curator at Seoul Museum of Art, are posing for a commemorative photo after signing a business agreement. Provided by Shinsegae Duty Free.
This collaboration was planned to raise awareness about the climate crisis, which has emerged as a global threat, and to spread practical messages through art. The focus is on re-examining the social role of art using media art, which maximizes audience immersion and the power of dissemination.
The first collaborative project will be the exhibition "Again, Earth: Responding with Different Senses," organized by the Seoul Museum of Art under the 2025 exhibition theme "Planet." The exhibition will be held from August 28, 2025, to February 22, 2026, for about six months at Exhibition Halls 1 and 2 and A Lounge 1 and 2 of the Seoul Museum of Art Archive Collection Building.
The Seoul Museum of Art Archive is the first national and public archive facility in Korea dedicated to collecting, preserving, researching, and exhibiting important materials of contemporary art. It is a unique space where records and art coexist. This exhibition will be held here to document and share the contemporary agenda of the climate crisis and sustainability through artistic records.
The "Again, Earth" exhibition aims to highlight the responsibilities and roles of art museums in the era of the climate crisis and the Anthropocene, and to seek progressive approaches and practical imagination for sustainable creative activities. Eight artists (or teams) from Korea and abroad, including Kim Jun, Kim Haesim, Song Mingyu, Irwan Ahmett & Tita Salina, Jang Hanna, Choi Chansook, and Choi Jangwon, will participate, presenting works that explore ecological ethics and climate action.
In conjunction with the exhibition schedule, Shinsegae Duty Free will also hold a related media art exhibition at the Iconic Zone on the 10th floor of its Myeongdong store. By engaging visitors to the duty free shop, the company aims to raise awareness of the climate crisis among international tourists and to convey public values and a sustainable brand image. A Shinsegae Duty Free representative stated, "Through our collaboration with the Seoul Museum of Art, we will promote Korean culture and creativity to the world and create a positive brand image by presenting high-quality content to our customers," adding, "We will transform into a duty free shopping space that considers the social responsibility of art and a sustainable future."
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