Framing Unity

SUBIN ANDERSON: Last year, you introduced Define Seoul, a fair with a unique emphasis on design. What inspired the shift from contemporary art to design, and what opportunities and challenges have you encountered in this exploration?

SEOKHO JEONG: Well, over the past four-five years, we’ve been closely observing the market, and it became clear that there was an untapped opportunity to spotlight collectible designs in Korea. There wasn’t a solid platform for both local and international designers, and given the industry’s rise and the increasing global attention on Korea, we saw an opportunity to create a dedicated fair. We aimed for a distinctive identity by merging design and art, choosing unconventional venues to provide visitors with a unique experience. The first edition in Seoul was held in three different studio buildings in the trendy neighborhood of Seongsu. Designer Teo Yang, our artistic director, played a pivotal role in setting the theme and overall tone. Breaking away from conventional formats, we allowed visitors to explore the area, wander through narrow alleys, navigate spaces, and savor the aesthetics of various art and designs. The positive feedback and the excitement we felt from visitors during the five-day event were truly inspiring, despite the countless challenges involved in planning and launching a new fair.

SA: Can you elaborate on the decision behind choosing Seoul (for Define Seoul) over Busan and how the city’s dynamic atmosphere enhances the fair’s concept?

SJ: After the success of Art Busan, we felt it was time to set a new vision for the next decade, focusing on reaching and attracting a global audience. Turning Define Seoul into an international platform was crucial to sustaining and supporting our art scene. In this sense, choosing Seoul was symbolic, emphasizing a message and not bound by location, timing, or online/offline environments. With its rich history, robust art infrastructure, and community of talented artists and designers, Seoul became the perfect canvas for our fair. Similar to how we spotlighted Busan for Art Busan, we wanted to define and present Seoul as both the city and the hub fulfilled by talented artists. The choice of Seongsu as the venue, with its dynamism and diversity, was strategic. It resembles Brooklyn, a once-declining industrial area reborn as a cultural and artistic space. The neighborhood’s unique identity, balancing the preservation of the old with the embrace of the new, made it the perfect backdrop for introducing a new form of event in Korea.

SA: Additionally, what insights could you provide into the distinctive programs offered by both fairs? Any particular programs that aim to bridge the gap between local and international art scenes, fostering a global conversation about them?

SJ: Our mission is encapsulated in our slogan, “Connect art, connect people,” emphasizing the importance of connecting through art. At Art Busan, we serve as a bridge between overseas and the Korean market, fostering connections between different cultures and regions. Throughout the year, we engage with galleries, keeping our radar sharp to create new programs that go beyond the commercial aspect, enhancing the artistic quality of the event. Also, 8 out of 14 international galleries with their post in Seoul have all selected Art Busan as their debut in the Korean art market. An art fair, to us, is not just a marketplace; it’s a dynamic venue actively introducing and conveying the value and charm of contemporary art to diverse audiences.

Art Busan unfolds in three distinct sectors: MAIN, FUTURE, and CONNECT. The CONNECT program showcases a dynamic range of contemporary artworks, including large-scale sculptures, interactive art, performances, and site-specific installations, fostering a rich artistic experience. Notable artists like Olafur Eliasson, Nam June Paik, Shinji Ohmaki, Yiyun Kang, Robert Therrien, and Philippe Parreno have participated in this section. FUTURE supports emerging galleries with solo presentations of young artists, and we take pleasure in witnessing their rapid development, making them qualified for our MAIN sector.

Now, for Define Seoul, we ventured into collaborative efforts among participants. A prime example was a joint booth presented by Galerie Philia, a design gallery with bases in Geneva, New York, Singapore, and Mexico City (making their debut in Korea), and Gallery Shilla, a historical contemporary art gallery based in Seoul and Daegu. They collaborated on a presentation featuring Akio Igarashi. It was an exciting experiment in cross-cultural artistic synergy.

SA: As a managing director, how do you see the role of art fairs in shaping and influencing a city’s cultural landscape?

SJ: Art and cultural events wield significant influence on a city’s and region’s cultural landscape. My experience living in Berlin taught me the power of contributing brands and events to shape a city’s identity and reach a global presence. Art Busan, a major art event in Korea, gradually increased people’s awareness of Korea, Busan, and Art Busan itself, especially after major European galleries started participating in 2019.

To deepen our connection with the city, we launched “Busan Art Week” in 2023, partnering with nearly 40 galleries, institutions, F&B, and hospitality brands. This included the late-night music event “Soundport” and special exhibitions held outside our fair venue, like Phillip Colbert’s large-scale Lobsterpolis balloon sculpture at Paradise Hotel Busan. We aimed to offer additional art experiences to the general public, regardless of their awareness of art and our fair. We witnessed people gathering to enjoy the artwork, a memorable moment that emphasized the role of Art Busan as an ambassador of the city.

For Define Seoul, we carefully considered the potential of the Seongsu district, mapping out its history and dynamic exchange before choosing it as the fair’s venue within Seoul. Our goal is to steadily grow the district as the new art and culture capital of Seoul, working with various brands and organizations year-round to represent the identity of the fair more clearly. Whether it’s Busan, Seoul, or any international destination in the future, our priority is always to grow together with the region.

<Read the full interview from Issue Seven>