Transforming the shutters of commercial facilities across Euljiro into artistic spaces
'KCC Shutter Art Project' unfolds, with five artists participating under the theme of the forest
Euljiro, recently reborn as a young and hip destination and now known as 'Hipjiro,' is being colored by KCC's palette.
KCC (CEO Jung Jae-hoon) has given the shutters of commercial facilities across Seoul's Euljiro district new life as works of art through its 'Shutter Art Project.' Under the message that 'when the shutter closes, an artwork appears; when it opens, life begins,' six graffiti artists active both in Korea and abroad took part in the project. Using the shutters of shops commonly seen along downtown streets as their canvas, the participating artists unveiled works imbued with colors that brought out their individual personalities, all under the theme of the forest.
The Korean artists Kim Kaia, Ryu Ji, and Lee Won-kyung took part, while the overseas participants included Boyan and Drole, both active in France. Kim Kaia infused the shutter—opened and closed each day—with a sense of wishful longing, much like the moment of lighting candles on a cake and making a wish. Ryu Ji conveyed a warm atmosphere by depicting the forest in a still-life technique under the theme of happiness. Boyan and Drole took flowers and forests as their motifs, completing works of rich imagination and vivid color. Notably, KCC's water-based paint 'Supuro All-in-One' was used for this project, with 'Sand Gold'—selected as the color of the year—applied as the main color to add a sense of warmth atop the cold metal shutters. Sand Gold is a soothing tone reminiscent of rest and nature, easing eye strain while harmonizing with its surrounding spaces.
'Supuro All-in-One' earned positive reviews from the participating artists. Thanks to its suitable viscosity and excellent color rendering, the artists were able to work with ease as if handling paint, and it was praised for applying evenly even on the many undulating surfaces of the shutters, thereby enhancing the quality of the works. In addition, the odor-free working environment characteristic of water-based paint ensured safety in an urban setting while providing artists with a pleasant working environment. Throughout the project, KCC produced content capturing the entire process—from introducing the artists to the completion of the works—and released it sequentially through its official YouTube channel, 'KCC TV.' Rather than simply showing the finished works, it effectively shared the spirit of the project and broadened its rapport with consumers by conveying the creative process along with the artists' thoughts. The released content drew a stream of comments cheering on the Shutter Art Project and the artists and voicing support for such activities.
The on-site response has been positive as well. Alongside citizens' enthusiasm for the improved alleyway atmosphere, participating merchants also expressed satisfaction with the transformation of their spaces. Citizens who visited the site remarked that "thanks to the intense colors and lively atmosphere, you can feel new energy in the alley," while merchants likewise responded that "we're pleased—it feels as though a plain steel door has become a work of art."
KCC's support for artistic activities such as shutter art is aimed at realizing its philosophy that 'color changes the world.' Through 'color'—one of its core strengths—KCC is creating positive change in urban spaces, and by sharing this process with the public, it is building rapport while also raising the awareness and trust of its products.