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Culture

APMAP (Amorepacific Museum of Art Project)

APMAP (Amorepacific Museum of Art Project) is a public art project by Amorepacific Museum of Art to identify talented new artists and support the development of contemporary art.

apmap

Public Art Project by Amorepacific Museum of Art

APMAP Project Overview

apmap part I, which began in 2013, showcased site-specific artworks according to themes and locations selected every year across the establishments of Amorepacific. apmap part II, which began anew in 2017, was held in a new venue – Jeju. It aimed to unveil exhibitions under the themes of Jeju’s myths and legends, nature, people, and art, to shine a light on the value of Jeju and let Jeju be known to many people in Korea and overseas as ‘an island of modern art’. apmap maps the future of modern art. Through a relay of exhibitions that move across the country, apmap maps out the physical topography of exhibition sites and creates a venue for artists and viewers to interact and communicate on the value of beauty Amorepacific Museum of Art pursues.

APMAP Timeline

apmap 2013 osan – REVERSCAPE
apmap’s first exhibition, REVERSCAPE, combines the two words ‘reverse’ and ‘-scape’. It holds a combined meaning of ‘reversing’ the idea and concept of architecture, space, and memory, and allow the experience of individuals and communities to be reborn. REVERSCAPE was held in AMORE Beauty Park, a comprehensive production and distribution base in Osan. The exhibition was designed based on the unique site of where cosmetics are produced and delivered, transforming an ordinary site into a space of art by installing various artworks in the outdoor areas of the factory.
apmap 2014 jeju – BETWEEN WAVES
BETWEEN WAVES was held in OSULLOC Seogwang Tea Garden, located in the mountainous area of southwest region of Jeju. The space and time background to the exhibition was where tea leaves were farmed and, in the summer, when the green tea leaves grow the fastest. BETWEEN WAVES installed artworks across the tea garden, expanding the concept of the place into ‘a tea field with artistic potential’ enabling communication between art and people.
apmap 2015 yongin – researcher’s way
The third exhibition of apmap part I, researcher’s way, was held at R&D Center, Amorepacific and involved artists who explored the beauty of senses and awareness as researchers. Under the theme ‘Technology towards New Beauty’, artists, who have made several site visits, installed artworks that embody the process and result of studying the theme in the outdoor spaces. Viewers who walked along and between the artworks were invited to explore the thoughts and ideas of artists through the medium of their work, experiencing a journey of thinking and expanding the horizon on their understanding of beauty.
apmap 2016 yongsan – make link
apmap’s fourth exhibition and final exhibition of part I, make link, took place in Amorepacific’s new headquarters in Yongsan, as well as Yongsan Family Park located in the center of Seoul. The two locations will be connected as one park through Yongsan park project. The exhibition connected the two places conceptually reflecting on the past, present and future of the region of Yongsan, and aimed to communicate through art on the various elements, including the city, nature, and its people.
apmap 2017 jeju – mystic birth
apmap part II began in Jeju in 2017. The exhibition aimed to communicate with a wider audience on the themes of Jeju’s birth, nature, life and people, and art, as a way to discover the true aspect of Jeju and enhance the status of Jeju as not just a simple tourist destination, but a place to enjoy modern art in harmony with its unique nature. The first exhibition of part II, mystic birth, was held in Osulloc Tea Museum under the theme, fables related to the birth of Jeju.
apmap 2018 jeju – volcanic island
The second exhibition of apmap part II, volcanic island, was held under the theme of Jeju’s nature. Jeju boasts unique and diverse topography of volcano as an island formed through volcanic activity. Modern artworks inspired by the mystic nature of Jeju, such as big and small ‘oreum’ volcanic cones, lava tubes, and strangely shaped rocks created in the process of volcanic activities, enabled viewers to feel the strong vitality of Jeju and offered a time of relaxation and thinking through art.
apmap 2019 jeju – islanders made
The third exhibition of apmap part II was held in Osulloc Tea Museum under the theme of Jeju’s people. The people of Jeju built their own unique way of life and culture by overcoming and adapting to the barren natural environment of the island full of wind and rocks. The exhibition embodies the life of the people of Jeju who did not simply consider nature as something to pioneer and develop, but built their lives with a humble attitude and strong determination in the face of sometimes even severe and harsh forces of nature.