Shinsegae Duty Free. Literature is a media art..Eureka, public culture and art!' Revealed

*This content was translated by AI.

Shinsege Duty Free Shop has presented a media art exhibition that reinterprets literary thinking with digital videos and music.

Shinsegae Duty Free announced on the 23rd that it has collaborated with the Seoul Cultural Foundation, the English Literature Museum, and media artist Hwang Hui (HWI) to unveil the public culture and art project "K-Reflection Media Art Series 1 Eureka!"

The "K-Reflection Media Art Series" is a public culture project of Shinsegae Duty Free that reinterprets literature and art with digital media through collaboration with trusted cultural institutions and will be developed in the form of a series in the future.

Shinsegae Duty Free has previously signed a business agreement with the Youngin Literature Center established by the late Culture Minister Lee I-ryeong for K-culture and arts cooperation and has been promoting collaboration to spread the creative value of Korean culture at home and abroad.

Starting with the 4th anniversary of the late Professor Lee Eo-ryeong (February 23), the media art is being screened at the Iconic Zone Media Facade on the 10th floor of Shinsegae Duty Free's Myeong-dong branch, and extended videos with the same theme will be transmitted through COEX K-POP Square large media in Samseong-dong, Seoul until the 28th.

"Eureka!" is a media art performance inspired by Professor Lee Eo-ryeong's book, "Life is Capital," which structures the journey of recognition in which the moments of discovery and enlightenment are converted into practice as visual and auditory narratives. This work expands literary thinking into the language of digital images and music, and explores a new form of contemporary cultural experience where literature, art, and technology intersect.

The work was produced by contemporary media artist Hwang Hui (HWI). Hwang Hui is an artist who has drawn attention for his work combining sound, space, and narrative across electronic music and visual arts. In this project, media art embodies a circular structure in which enlightenment and regression are repeated, centering on the metaphor of goldfish and flying fish symbolizing the moment of "Eureka."

This collaboration is characterized by a dual-structure deployment method that connects commercial spaces and public cultural platforms. Through the transmission of COEX K-POP Square, which links the media facade in the center of Myeong-dong and the Seoul Cultural Foundation's public channel, it presents the possibility that cultural and artistic content can expand beyond the exhibition hall into urban daily life.

"Eureka! is a public culture and art project that simultaneously interprets the intellectual assets of Korean literature beyond just media content," a Shinsegae Duty Free official said. "We will continue to expand the duty-free shop into an urban culture platform through collaboration between art, literature, and technology."

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*This content was translated by AI.