In 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.

“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.

(image: korea.net)

The 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 tools

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.

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 Campaign (www.jeski.org), 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 English).

By Hwang Dana
Korea.net Staff Writer