YIDO (Chairwoman Lee Yoon-shin), a cultural company at the forefront of living & art, held the launch event for its premium lifestyle & living brand ‘Yi,privée’ on October 10 at its Gahoe flagship store on Changdeokgung-gil, Jongno-gu, Seoul.

In her welcoming address, Chairwoman Lee Yoon-shin shared her thoughts, saying, “To continue its ongoing research into the living industry, including tableware, ‘YIDO’ joined with the artist Park Sang-hee to plan a distinctive artwork inspired by women in their 20s to 40s, and through endless communication we gave birth to the brand ‘Yi,privée.’” She added, “I hope you will experience YIDO’s own cultural content that brings ‘life as art’ to life.”

In the presentation that followed the welcoming address, art director Park Sang-hee shared the brand story of ‘Yi,privée’ along with YIDO’s vision, followed by a Q&A session for open dialogue. Afterwards, guests took a tour of the YIDO Gahoe flagship store, where they could experience YIDO’s own cultural content that realizes the idea that ‘life itself is art.’

‘Yi,privée’ is a premium lifestyle & living brand newly launched by the cultural company YIDO in October. What draws attention is that it is a brand targeting enthusiasts who style their lives on their own terms and long to express their innate, individual character. Blending vivid colors and bold patterns with the special value and craftsmanship of handwork that only YIDO possesses, the products recreate the salon one has dreamed of within everyday life. Going forward, the brand plans to create products for customers who wish to freely express their own unique individuality.

The art director and artist behind ‘Yi,privée’ is Park Sang-hee. With bold colors and touches, she creates the overall style of Yi,privée, recreating the salons of 18th-century Europe. Through dreamlike and splendid imagery, the brand presents a wide range of product categories—living, fashion, tableware, art toys, gardening, beauty, and more—and plans to propose a distinctive lifestyle.

Yi,privée gives concrete form to its brand concept through four muses. △ ‘Azur Diva,’ the brand’s signature character, is full of curiosity about everything, always longing for something new. △ ‘Madame Victoire’ is a character in whom a girlish sensibility lives on within her strength, and △ ‘Charlotte’ is a proud woman living a life in the spotlight who rediscovers the innate charm she had forgotten.

△ ‘René’ is a refined, elegant, and graceful lady.

Lee Yoon-shin, founder of YIDO and art director of ‘Yi,privée,’ said, “Through ‘Yi,privée,’ I hope many women will lead their lives with the style and sensibility they desire,” adding, “Grounded in the stylishness and elegance of the salon as a space, I will lead the brand beyond fashion and living as a culture in its own right.”

Meanwhile, to commemorate the launch of ‘Yi,privée,’ YIDO is presenting ‘YIDO Atelier,’ an experiential lifestyle select shop, on the 8th floor of the Lotte Department Store main branch in Sogong-dong. In addition, YIDO has launched ‘YQUAL,’ a new tableware brand with an urban sensibility that fuses contemporary design, and operates the ‘YIDO Academy,’ where visitors can experience the sensibility of ceramic art through education, and the ‘YIDO Café,’ a refined craft café where food is served in handcrafted dishes. 02-722-1756