Shinsegae Department Store Unveils National Heritage Media Art "Cheonmado"

Unveiled at Main Store’s Shinsegae Square
Third National Heritage-Themed Media Art

Shinsegae Department Store announced on January 7 that it has unveiled the third national heritage media art piece, "Cheonmado," created in collaboration with the Cultural Heritage Administration at its main store, Shinsegae Square.

Shinsegae Department Store announced on the 7th that it has unveiled the third national heritage media art piece, "Cheonmado," created in collaboration with the Cultural Heritage Administration at the Shinsegae Square main store. Photo by Shinsegae Department Store

Previously, Shinsegae Department Store presented its first video featuring the "Bronze Dragon" from the collection of the National Palace Museum, and its second video, "Sunjong's Royal Carriage Pilgrimage in Jung-gu," themed around the royal carriage of Emperor Sunjong. The third media art piece utilizes the "Jangni Cheonmado," a national treasure excavated from Cheonmachong Tomb in Gyeongju.

The Jangni Cheonmado unearthed from Cheonmachong Tomb is a decorative saddle flap that hangs on both sides of a horse's saddle. It is characterized by the depiction of a heavenly horse running across the clouds. Discovered in 1973 at Tomb No. 155 in Hwangnam-dong, Gyeongju (Cheonmachong), the Jangni Cheonmado is estimated to have been painted during the 5th to 6th centuries in the Silla period. As the only known surviving painting from the Silla era, it is considered highly valuable.

This media art piece is inspired by "Cheonmado," depicting a horse energetically galloping through the clouds. The immersive experience is enhanced by actively utilizing the anamorphic technique to create a sense of depth and realism.

Lee Sunghwan, Executive Director of Sales Strategy at Shinsegae Department Store, stated, "In celebration of the Year of the Red Horse (Byeongo), we are presenting this media art video to inspire a powerful start to the new year. Moving forward, Shinsegae Square will continue to evolve as an international landmark that promotes K-Heritage, the roots of K-Culture, to a wider audience."