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ART & CULTURE

Culture Sharing

Amorepacific is engaged in sharing the joy of arts and cultural experiences with everyone around the world.

apmap

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apmap 2017 jeju – mystic birth

In 2013, Amorepacific Museum of Art (APMA) launched its public art project, amorepacific museum of art project (apmap), a relay exhibition of modern art planned and designed according to the distinctive characteristics and features of the venue of the exhibitions held, visiting the actual sites of the exhibitions across Korea.

apmap 2017 jeju – mystic birth - Girl 1, Girl 2©Minseop Yoon
apmap 2016 Yongsan – make link - A Journey of Footsteps©Hye Yeon Nam, Myung Ki Nam

The project started in Amorepacific Beauty Campus in Osan in 2013, and was held in Seogwang Tea Garden/Osulloc in Jeju in 2014, R&D Center and L&D Center in Yongin in 2015, and the Amorepacific Headquarters Site in Sinyongsan and Yongsan Family Park in Seoul in 2016.

Part Ⅱ of apmap began in 2017, and is planned to be held in Jeju Island for 4 years until 2020. Exhibitions of apmap Part Ⅰ were held at Amorepacific establishments. By using ordinary everyday workplaces as venues, they were designed with dedication towards contributing to the advancement of contemporary art through simple yet experimental attempts at blurring the boundaries between daily lives and art. On the other hand, Part Ⅱ is designed to turn Jeju into an ‘island of contemporary art’ by setting the stage for people to enjoy and making it known to the world by displaying many artworks with the theme of ‘beautiful Jeju.’ The “apmap 2017 jeju – mystic birth” exhibition, which is the first of apmap Part Ⅱ, was held at the Jeju Osulloc Tea Museum surrounded by the tea garden’s sea of green and clear blue sky. As one of the most popular tourist attraction sites, Jeju Osulloc Tea Museum attracts 1.8million visitors every year with its green tea fields in harmony with contemporary artworks, providing a stunning place to rest for all those who visit.

Sketches for the new AmoroAmorepacificpacific

Sulwha Culture Exhibition

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2017 Sulwha - A fairy and a woodcutter

Sulwhasoo’s Sulwha Cultural Exhibition saw its ninth series in 2015 based upon a famous Korean tale, Crape Myrtle, and exhibits various art pieces that reinterpret traditional tales, and demonstrate what contemporary arts can offer to attract young generations. Meanwhile, all proceeds from sales associated with the exhibition were donated to support major cultural assets as well as spotlight young artists. Going forward, Sulwhasoo will promote the value of traditional wisdom preserved in the philosophy of Asian culture.

2016 Sulwha - The two love stars, the Altair and Vega
2015 Sulwha - Tale of crape myrtle

mise-en-scène Short Film Festival

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The 16th Edition of mise-en-scène Short Film Festival

mise-en-scène Short Film Festival (MSFF) is one of the most prestigious short film festivals in Korea. MSFF differentiates itself from other short film festivals in that it respects short films as an individual movie genre.

The basic idea of MSFF is that short films could be as entertaining as feature films and more importantly, they are ideal for young novice directors to experiment their creativity.

The 15th Edition of Mise-en-scène Short Film Festival
The 14th Edition of Mise-en-scène Short Film Festival