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.
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.