‘AT–A Beautiful Gift’ Exhibition
KCC Paint and Gypsum Board Applied
KCC (CEO Jung Jae-hoon) has collaborated on the artistic spatial design of the ‘ATO (Aesthetic Treasure of Orient)–A Beautiful Gift’ exhibition, which features works by Korea’s foremost masters of contemporary art.
Planned and co-curated by actress Kim Hee-sun, the model for the high-end window and door brand Klenze, the exhibition showcased some 130 works by six of Korea’s leading contemporary art masters, including Park Seo-bo, Lee Ufan, Park Suk-won, Kim Kang-yong, Kang Hyung-koo, and Lee Lee-nam.
KCC selected colors suited to the exhibition’s various spatial themes and supplied its eco-friendly water-based paint ‘Soopuro Well-being.’ Applied across theme-specific color schemes such as pink, dark gray, blue, and white, Soopuro Well-being uses hydrophilic nano-particles and features an ‘Eazy Cleaning’ function. As a premium interior paint, it delivers sophisticated and richly varied color expression.
A KCC official emphasized, “There is already considerable interest simply from the fact that works by six of Korea’s contemporary art masters are on display, and we find it deeply meaningful that KCC’s products can be part of this collaboration. Through this exhibition, we plan to promote our eco-friendly products such as KCC paint and gypsum board, and in particular to expand collaboration in the arts and culture sector through paint that expresses rich, premium color.”
Meanwhile, since early this year KCC has been collaborating with Mashimaro, a homegrown Korean character, under the theme ‘Mashimaro Goes to the Forest.’ More recently, the company has pursued active marketing, unveiling collaboration goods paired with its paint products through pop-up stores at Hyundai Department Store, Lotte Department Store, and other venues.