A message of diversity and inclusion delivered through Samsung Electronics' art platforms
Spreading value-driven consumption through art subscriptions and purchases within everyday home appliances
KEYmU Studio (CEO Nam Jang-won), a social startup that breaks down the boundaries between the world and people with developmental disabilities through content, has unveiled its 'Drawing Diversity Project,' carried out in collaboration with Samsung Electronics.
Samsung Electronics' diverse art platforms have come together with the works of KEYmU Studio's developmentally disabled designers, known as its 'special designers.' The 'Drawing Diversity Project' embodies the values of diversity and inclusion by introducing the works of KEYmU Studio's special designers on the art platforms found in Samsung Electronics' TVs, refrigerators, and smartphones, allowing consumers to join in value-driven consumption and its spread. Through art subscription and purchase services on everyday electronic products, consumers can put value-driven consumption into practice.
With 'Samsung Art Store,' available by subscription on Samsung Electronics' lifestyle TV 'The Frame,' turning off the TV screen no longer results in an ordinary black screen but instead displays an artwork chosen by the user. Currently, more than 2,000 works are offered through collaborations with some 50 art museums, museums, and galleries around the world, as well as around 700 artists, and now KEYmU Studio's works can also be subscribed to on the 'Samsung Art Store.' A total of 10 works are being released, including KEYmU's signature piece 'Because You Exist,' which portrays refugee youth, along with nine new works such as 'Cactus and Tiger' and 'Venezia' that diversify their forms of expression—patterns, landscapes, objects, and more—to showcase a more artistic and fresh sensibility.
KEYmU Studio's works can also be seen on Samsung Electronics' smartphones and refrigerators. 'Galaxy Themes' is a service solution for customizing the GUI design of Galaxy smartphones, presenting 10 trendy designs ranging from KEYmU Studio's animal illustrations to year-end and Christmas themes. In particular, 'Rubbit,' a character introduced in Galaxy Themes to mark 2023, the Year of the Rabbit, carries the message that differences related to disability can be something special. 'Bespoke Atelier,' an exhibition service that provides art content exclusively for Family Hub refrigerators, presents five works capturing everyday scenes observed by the special designers under the theme of fleeting landscapes. Equipped with a docent function, it also allows users to listen to audio commentary on the works.
Nam Jang-won, CEO of KEYmU Studio, said, "Following the eco-packaging upcycling project we carried out together with Samsung Electronics' lifestyle TV, this is our second project with Samsung Electronics," adding, "It is deeply meaningful to be able to introduce KEYmU's works through a leading global electronics company, and we hope many consumers will come to appreciate the values of diversity and inclusion through the works of people with developmental disabilities."