NOROO Paint, running at the 63 ART Museum until March 6, 2022

Creating a special space where the photographer's works can shine even more

NOROO Paint has created a special space where audiences in Korea can enjoy the works of a genius photographer, sponsoring paint for the 'Erik Johansson Photography Exhibition' held at the 63 ART Museum.

Realized with NOROO Paint, the 'Erik Johansson Photography Exhibition: Beyond Imagination' is the first exhibition to be held in Korea in two years since the 2019 show at the Hangaram Art Museum in the Seoul Arts Center. With more than 10 new works added, it is the largest of his exhibitions.

The exhibition is organized into five sections: A Journey Alone, The World I See, Looking Back on Memories, My Own Space, and Everyday Life of the Future. A variety of props and the artist's sketches for conceiving his works are also introduced. On the walls of the first theme, 'A Journey Alone,' various colors of Pantone Paint are used to change the mood according to the theme and naturally guide the viewer's path. The white color 'Ice Melt,' which conveys the arrival of spring amid quietly melting snow, helps set the tone for a calm journey.

In the second section, 'The World I See,' the blue color makes the themes of the works clearer, while the lavender color exerts an elegant power in the third section, where memories are recalled. It was Pantone Paint's intense red color that firmly guarded the fourth section, 'My Own Space.' The dark navy that evokes the universe and the green that conveys nature's healthy power of regeneration sparked diverse imaginings in the final section, 'Everyday Life of the Future.' In the artist's studio and art shop recreated in a corner with a fine view, Soon&Soo Antiviral V-Guard Paint—which eliminates more than 99% of the COVID-19 virus—and Pantone Wood&Metal Paint, a USDA-certified bio paint from the U.S., were used to add safety and eco-friendliness.

To perfectly realize imaginary scenes that begin as sketches, Erik Johansson precisely calculates composition and lighting, photographs real nature, people, and props, and then meticulously combines them. The colors of this exhibition space were also delicately designed to amplify the appreciation of the works.

Erik Johansson, who visited Korea for the exhibition, said of NOROO Paint's colors, "The color tones are truly impressive and blend remarkably well with the works. The different colors in each section set the mood beautifully." On hearing about the functionality of Soon&Soo Antiviral V-Guard Paint in particular, he expressed his amazement, saying, "This is the first time I've encountered a paint like this. It's a paint that is truly needed amid COVID-19." Regarding the Pantone Paint color numbers and names marked on the exhibition walls, the artist added, "For those interested in the colors, it's a great way for them to apply the colors right away."