Hyundai Department Store in Seoul has opened a shop-in-shop that brings together Kelly Park and Démoo in the first use of its new Artspace installation dedicated to brand and artist collaborations.
Artspace, by multi-disciplinary design studio NBDC, is inspired by the temporary lifespans of pop-up shop formats and has been conceived to enhance the department store’s regular environment with conservatively-balanced experimental displays. Hyundai says the space attempts a convergence of artistic exhibition with the sale of product.
The current Kelly Park x Démoo, themed “Expanding the Image”, showcases a range of offerings by both brands and is marked by the calligraphic visual styling of the Kelly Park Studio artworks on display, as well as the avant-garde Démoo fashions by designer Demi Choonmoo Park.
The installation is built to resemble a gallery setting, allowing visitors to view artworks, fashions and patterned furniture pieces as they move through the exhibition.
Gallery of the event can be viewed below (5 images) :
