Gwanghwa Sidae reborn into “K-Culture Square,” a beacon for the power of culture
Date Mar 13, 2023
K-Culture Square consists of the K-Culture Museum (Seoul Metro Art Center, Gyeongbokgung Station), K-Culture Screen (National Museum of Korean Contemporary History, outer wall), and K-Culture Attraction (Sejong Center, basement), with a brand new logo design emphasizing the letter “K”
The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST) and the Korea Creative Content Agency (President JO Hyun-rae, KOCCA) transformed “Gwanghwa Sidae”, an interdisciplinary space for experiencing cultural content, into “K-Culture Square” to serve as a beacon for the power of culture. K-Culture Square is built in the Gwanghwamun area to exhibit interdisciplinary content powered by new technologies, including three-dimensional (3D) media art pieces featuring Korea’s attractive cultural resources, and provide Korean and international visitors with cultural experiences.
MCST Minister PARK Bo Gyoon commented, “Gwanghwamun Square is one of the leading cultural spaces in Korea visited by countless Korean and international visitors—a place where the past coexists with the present.” He added, “K-Culture Square will provide a broader range of content showcasing the technical expertise of Korean content and its artistic prowess. Visitors can enjoy a richer and more profound K-culture experience, supported by its new brand emphasizing the power of culture.
Rebirth into a Space Showing the Potential of K-Culture that Spreads Worldwide
K-Culture Square will showcase the power of culture that expands without limitation and the global standing of K-culture that transcends the spatial confines of Gwanghwamun to spread worldwide. The brand new logo design emphasizes the letter “K” from “K-culture,” and the dominant use of purple represents the value of one-and-only K-culture. Similarly, blue symbolizes “true freedom in trust,” the foundation of creativity, while yellow and red represent “inherent spirit and power” and “ceaseless initiative,” respectively. The new design visualizes K-culture and its diverse and dynamic growth paths on multiple levels.
The square consists of the K-Culture Museum (Seoul Metro Art Center, Gyeongbokgung Station), K-Culture Screen (National Museum of Korean Contemporary History, outer wall), and K-Culture Attraction (Sejong Center, basement), with a brand new logo design emphasizing the letter “K.” K-Culture Museum will feature a new experiential exhibition hall with a wide selection of exhibits that maximize visitors’ experience through interactive media art powered by state-of-the-art location-based technologies.
Immersive Interactive Media Art Exhibits and New Four-Dimensional (4D) Content Taking Visitors to the Naval Battlefield during the Japanese Invasion in 1592
K-Culture Square will offer five new spectacles for visitors to enjoy.
The first exhibit to grace the new immersive exhibition hall of K-Culture Museum is Land of Life, offering a never-seen-before immersive experience with motion graphics and generated sounds based on visitors’ locations, movements, and choices. The existing immersive exhibition hall will feature Deep Space, which expands and transforms a walled space into a seemingly infinite realm. Stella Utopia takes visitors back to their childhood when they used to stroll under the starlit sky and explore the unknown with endless curiosity. These pieces offer fresh experiences that allow visitors to go through the world beyond their every day in a subway station building, one of the spaces closest to our daily lives.
K-Culture Screen unveils The Kinetic, a kinetic art piece that captures the dynamic beauty of Korea’s traditional aesthetics that cross paths with modern images. K-Culture Attraction offers Sea of Victory, featuring Admiral Yi Sun-shin and the naval battles of Imjin War (Japanese Invasion in 1592). This 4D content sits the audience on motion chairs and places them in the heat of a medieval naval battle.
The MCST plans to use the rebranding to expand and diversify content on Korean culture, including Cheongwadae (Blue House) and cultural traditions, allowing visitors at home and abroad to experience the outstanding technical expertise and artistic achievements of the country, along with collaborative content created by artists with disabilities and creators of all ages.