Museum exhibits new PR initiatives

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Museum exhibits new PR initiatives


Actor Lee Jung-jae poses with National Museum of Contemporary Art Director Chung Hyung-min after being appointed goodwill ambassador for the state-run museum. Designer Zinoo Park’s show in the museum’s art shop, ULL, is another effort to raise the institution’s profile. Provided by the museum

The National Museum of Contemporary Art is making various efforts to come closer to the public, starting with casting actor Lee Jung-jae in a new role as its goodwill ambassador.

Lee, 39, who starred in the 2010 Cannes-nominated film “The Housemaid” and this year’s megahit “The Thieves,” will help the museum promote its major exhibitions and other events through September 2014.

“I’m happy to be the first goodwill ambassador of the national art museum,” Lee said during the appointment ceremony on Dec. 14.

“We have picked Lee because he is a great lover and supporter of art, appearing without compensation in a film by artists Moon Kyung-won and Jeon Joon-ho, who won the 2012 Korea Artist Prize,” according to a statement by the state-run museum based in Gwacheon, Gyeonggi.

Lee starred with actress Lim Soo-jung in the two-channel short film “El Fin del Mundo [The End of the World]” as an artist who struggles to continue his work even with doomsday on the horizon.

Moon and Jeon presented the film earlier this year as part of the “News From Nowhere” project of videos and installations at Germany’s Kassel Documenta, one of the world’s biggest contemporary art shows. The central theme of the project was: “What can art do for society?” The two 43-year-old artists teamed up again to win the first annual Korea Artist Prize, sponsored by the National Museum of Contemporary Art and the SBS Foundation, for their follow-up project “Voice of Metanoia.”

And in another move to raise its profile with the general public, the museum is holding a show by designer Zinoo Park in its art shop UUL, while selling several products developed by him there.

Park is well known for his “Spaghetti Chandelier,” which uses a powder-coated wire bowl and a tangle of industrial red wires to produce unique illumination and shadow effects. Another hit design product is his pocket-sized “5-Minute Candles.”

In the exhibition titled “One Bright Man Light Show” in the NMOCA’s UUL, Park is presenting not only his signature-style Spaghetti Chandeliers, but also other new illuminations.

It is the third designer exhibition since the museum renovated its art shop and started to actively collaborate with well-known designers.

By Moon So-young []

The museum is open 10 a.m. to 5 p.m Tuesday to Friday and to 8 p.m. weekends. It is closed Monday. Go to Seoul Grand Park Station, line No. 4, exit 4, and take the shuttle bus. For details, visit or call (02) 2188-6114.
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