Exploring the essence of DEFINE SEOUL
In a city overflowing with creative vitality, DEFINE SEOUL illuminated the confluence of design and fine art, provoking contemplation and defying convention.
A widely covered journalist specializing in design and culture, Seoung-joo YOO contributes to influential media outlets in Korea, Japan, Singapore, the UK, France, and Italy, particularly focusing on timeless values for humans and our environment. Driven by a passion for cross-cultural exchange, she fosters collaborations between multidisciplinary creatives across Asia and Europe.
Seoul’s artistic landscape is flourishing. Established over two decades ago as Korea’s inaugural international art fair, Kiaf SEOUL, alongside FRIEZE SEOUL which debuted in 2022, coupled with the influx of new galleries in recent years, has marked a pivotal moment for the Korean art scene. This vibrant nature is further enriched by the presence of passionate young collectors, rapid information dissemination, and a spirit of openness.
Against this backdrop, DEFINE SEOUL made its highly anticipated return from 30th October to 3rd November. Conceived by ART BUSAN Ltd., this ingenious art fair sought to blur the lines between design and fine art, offering a fresh perspective on artistic engagement.
DEFINE SEOUL, a five-day exploration of contemporary art and design, eschewed the conventional exhibition space, choosing instead the intriguing setting of S Factory and Y173 situated in Seongsu-dong, recognised as the most dynamic neighbourhood in the capital over the past decade.
Building upon last year’s introspective theme of “A Look within Matter,” this year’s edition, “Understanding Simplicity: Attitude towards Life in a Rational Era,” delved into the profound significance of simplicity, curated by visionary Artistic Director Teo Yang. It aimed to challenge the prevailing emphasis on competition and outward appearances, advocating for a more essential and rational approach to life.
Forty-five esteemed exhibitors showcased their colourful works, while the DEFINE TALK, featuring 14 renowned speakers, generated such fervent interest that all sessions’ applications concluded prematurely. The true showstopper, however, was the FEATURE, special exhibition program. DEFINE SELECTION championed three emerging local talents for the first time: Seong-il Choi, whose ‘Hardened Mesh Project’ pushed the boundaries of materiality; WKND Lab, whose sustainable creations echoed ancestral wisdom; and Dan Kim, whose sculptures exuded an energetic, liberated individuality.
Moreover, award-winning designer Ji-hoon Ha who has garnered global attention presented ‘Soban’, ‘Jari’, and ‘Dancheong Stool’, pieces delicately interwoven with Korean aesthetics, gracing the venue. These ethereal forms, reimagined as functional seatings, infused the environment with an air of playful elegance, inviting visitors to linger, interact, and partake in the lively engaging ambiance. These exemplified the ethos of DEFINE SEOUL.
I had the pleasure of speaking with Seok-ho Jeong, Managing Director of ART BUSAN, the organizer of DEFINE SEOUL.
Why did you select the end of autumn as the timeframe for the event? What advantages does this period offer in comparison to other seasons?
Seok-ho Jeong:
“From the outset, our vision transcended the confines of the exhibition halls. We pictured a festival that seamlessly integrated with the surrounding neighbourhood, encouraging attendees to immerse themselves in the area’s rich cultural and artistic panorama. Crisp air allowed visitors to fully savour the various offerings, from the main exhibition to linked programs and collaborations with local partners alongside Seongsu Art Week. Naturally, the scheduling of numerous domestic and international art fairs and gallery events was also carefully considered.”
What are the avenues for international galleries and artists to participate in DEFINE SEOUL? Are there specific programs designed to facilitate their involvement?
Seok-ho Jeong:
“In its inaugural year, participation was by invitation only, following a rigorous internal selection process. This year, while applications were open to all, the invitation system was retained for overseas exhibitors. This discerning approach yielded remarkable results, attracting admired galleries such as YOOMOOTA from Bangkok, Galerie Zink from Waldkirchen, and lighting design studio, Giopato & Coombes from Milan. Furthermore, we actively support the participation of exceptional overseas talents through dedicated special exhibition programs.
A prime example was the captivating installation ‘Cinematica’ by Atelier Oï, a Swiss design studio. This poetic and immersive experience, along with the fascinating performance by musician Ji-ha Park, was made possible with the generous support of the Embassy of Switzerland in Korea. These initiatives underscore DEFINE SEOUL’s commitment to fostering international artistic exchange.”
In addition to the Swiss Ambassador, key officials from the Italian Cultural Center, the British and French Embassies in Korea, as well as luminaries such as Patricia Urquiola and Loewe’s Jörn Zempel, what synergies does DEFINE SEOUL aspire to cultivate with these influential figures?
Seok-ho Jeong:
“Korea’s emergence in entertainment, food, fashion, and art has extended its influence into the realm of design. However, a dedicated platform showcasing the intersection of design and art has been notably absent here. DEFINE SEOUL emerged to fill this void, particularly resonating with Europeans seeking to explore the Korean market. Moving forward, DEFINE SEOUL will prioritise unwavering support for promising creators and accelerate inventive collaborations across all genres. We kindly request your continued interest in our unique endeavours.”
What do you perceive as the most striking shift within the Korean contemporary art and design landscape in recent times? Specifically, how do you envision platforms such as DEFINE SEOUL impacting the scene?
Seok-ho Jeong:
“The broadening collector base in the art market, encompassing a diverse range of viewpoints and backgrounds, is driving a delightful evolution and nurturing a more nuanced and eclectic spectrum of tastes. As the global art world increasingly turns its discerning gaze towards Korea, platforms like DEFINE SEOUL possess the unique potential to captivate global audiences through proactive and innovative programming. The sustained growth of this thriving cultural centre will undoubtedly elevate the art world to unprecedented heights of influence and stature.”
Following the event, a wide range of artistic disciplines reported significant sales. Michael Zink, Director of Gallery Zink, stated, “This initial participation provided a valuable platform to introduce our artists, develop relationships with new collectors, and assess the immense potential of the Seoul art community. We sold artworks by Johannes Nagel, Matías Sánchez, and Cinta Vidal.” Christoper Coombes, Principal Designer and Co-founder of Giopato & Coombs highlighted Korean collectors’ keen interest, “We witnessed a significant increase in sales compared to previous years, with the ‘Meahwa’ and ‘Bruma’ series proving particularly popular.”
Taras Yoom, Founder and Designer of YOOMOOTA, mentioned, “DEFINE SEOUL provided an invaluable opportunity to enter the Korean market and gain valuable insights into the preferences of local collectors.” Whitestone Gallery, a prominent player in the Asian art market, reported strong sales for the works of Masayuki Tsubota and Jae-hyun Lee, as well as most other affiliated artists. Hyun-chul Moon, Director of Seongsu-based gallery CDA, emphasised, “This fair facilitated engagement with a wider pool of art collectors.”
