almost every culturally-rich city stands a landmark museum that embraces each
nation’s cultural heritage and latest artistic endeavor: Tate Modern in London
for example, alongside Centre Pompidou in Paris, the Museum of Modern Art in New
York, and Mori Museum in Tokyo, which join the ranks of distinguished museums
across the globe. The City of Seoul is finally set to materialize its years-long
ambitious project of giving birth to an ultimate destination for contemporary
art, located adjacent to the royal palace of Gyeongbok-gung.
A performance celebrating the birth of the
new name for the Seoul branch of the National Museum of Contemporary Art
took place from September 30 to October 2 (photographed by Hwang
“UUL National Art Museum, Seoul”
On September 30,
the National Museum of Contemporary Art, Korea (www.moca.go.kr), unveiled the
official name of the museum’s new branch -- currently under construction -- as
UUL National Art Museum, Seoul. According to the museum officials, the naming of
UUL derives from the second syllable sound of the capital name and is short for
the Korean word “uri (우리),” meaning ‘us’ or ‘our.’
UUL is an
abbreviation of “Urban User Lounge” as well, in line with its objective of
making a visit to the museum a highly enjoyable experience accessible to all.
The museum is positioning itself as the next DMZ (Dynamic Multi-art Zone),
imbuing renewed perception on the widely known negative connotation of the term.
new logo of the museum, which won the famous red dot award in communication
design for 2011, is a clever embodiment of the museum’s dedication to creating a
new paradigm as an organic cultural body, interpreted in its tree-like shape.
“The design team tried to convey the museum’s overall architectural concept of a
’Shapeless Museum’ through its logo design flowing with dots and dashes, the
symbols of the digital age,” explained Kang Seung-wan, head of the new museum’s
planning and construction department.
Surrounded by a unique mix of
traditional Korean houses, modern art galleries, and great restaurants, the new
museum positions itself as a cultural bridge connecting the past and present in
a community brimming with Korea’s rich cultural heritage and cutting-edge art.
Another important aspect of the museum is the presence of its extensive
multi-faceted garden that will be easily accessible through multiple gates
surrounding the property.
Construction fences as creative advertising
The museum’s intention of reaching the widest possible
audience is clearly evident in its art fence project. Following the project with
artist Chung Seo-young initiated last year, the museum launched its second
series of art fence installations under the theme “Naked Museum,” placing a
special focus on the essential relationship between art and audience. The facade
walls promote the museum’s openness and enhanced accessibility to the public,
with a playful reinterpretation of iconic classical figures drawn by old masters
including Michelangelo and Da Vinci.
Art fence installations: “Amazing Korea”
series (above) and “Naked Museum” series (below) Mona Lisa and David
alongside other art historical figures are reinterpreted with a twisted
wit in the “Naked Museum” series, to convey the museum’s dedication to
bringing an open space for all (photographed by Hwang Dana).
Around the corner from the 227-meter-long facade several
installations of the “Amazing Korea” series are illustrated. The next part of
the campaign, which was made possible with participation from the Jeski Social
attracts pedestrians with its dynamic representation of foreign visitors’
astonishment in their experience of Korea.
Meanwhile, UUL National Art
Museum Seoul will put up a temporary pop-up store on the way into Samcheong-dong
area, near its construction site, to promote the new space and its mission.
Anyone is invited to explore and take part in making the museum a virtually
“open space for all.” The UUL National Art Museum, Seoul is set to open in 2013.
For more information, please visit the official website at: www.uul.go.kr (Korean and
By Hwang Dana
Korea.net Staff Writer