THE INUS Unveils Pop-up Exhibition Space 'THE INUS ROOM'

Through January 21 on Euljiro's Ceramics Street, 'A Delightful Bathroom Experience'

Upside Down, media art, and a new expression of the bathroom

THE INUS (CEO Hong Seung-ryeol), a specialist bathroom company, is operating 'THE INUS ROOM,' a pop-up exhibition space where visitors can experience a delightful bathroom, through January 21. THE INUS prepared this THE INUS ROOM pop-up event to offer a bathroom experience that transforms the space into something new—going beyond a sanitary space to provide a variety of experiences such as delight, healing, and recharging.

THE INUS's pop-up exhibition space 'THE INUS ROOM' is being held on Euljiro's specialized tile and ceramics street, which has long been an active hub of the sanitary ware industry. The intent is to convey a delightful experience through Euljiro—where past and present coexist to create new value and sensibility—and to express the value of the bathroom as it is reborn as a new kind of space.

At THE INUS ROOM, visitors can experience the delightful bathroom that THE INUS envisions across an exhibition space spanning two floors. First, the 'UPSIDE DOWN' exhibition on the first floor uses the image of a bathroom turned top to bottom to express, with wit and playfulness, a bathroom culture that transcends the constraints of a sanitary space to create diverse value.

On the second floor, interactive media art is presented across three exhibition spaces themed on water. Against a backdrop of nature rendered in media art, pressing the handle of the bathtub produces digital imagery in which the Milky Way pours down or one seems to enter the deep blue of a spectacularly beautiful glacier, offering visitors a unique experience through interaction.

To commemorate this pop-up store, THE INUS is also publishing 'THE INUS Paper,' a tabloid-format publication containing content that can be casually enjoyed in the bathroom. THE INUS Paper was produced in collaboration with 14 young artists active in Euljiro, including Bulldozer Press and Lim Hyo-jin. THE INUS Paper features the artists' photographic art works and artist interviews under the theme of rest. Witty limited-edition 'THE INUS ROOM goods' themed on the bathroom have also been prepared.

In addition, a variety of customer-participation events are being held to celebrate the THE INUS ROOM pop-up store. First, every customer who visits THE INUS ROOM receives a '100% winning scratch coupon,' which offers prizes such as towels and soap. In addition, customers who post a verification photo of their THE INUS ROOM visit on their personal Instagram with the hashtags #THEINUSROOM #Euljiro will receive a specially made mug after verification on site. On top of this, various events are being held, such as providing goods to customers who follow and like THE INUS ROOM's official Instagram channel.

Ma Jeong-san, Managing Director of THE INUS's Marketing Division, said, "We planned THE INUS ROOM to offer a new experience in the 'bathroom,' a space so closely tied to our daily lives," adding, "We hope people will come and enjoy the fun and delightful experience THE INUS has prepared in Euljiro, a neighborhood full of the joy of discovering something new among the old."