Sulwhasoo, a global luxury beauty brand pursuing holistic beauty, introduces the interactive exhibition 'Secret Garden' in collaboration with global artist CJ Hendry. This event is part of the brand's campaign celebrating the 60th anniversary of its signature product, the 자음생크림, and runs from October 1 to 8 at the Urb Studio in Seongsu-dong, Seoul.
The 'Secret Garden' exhibition, developed through the collaboration of CJ Hendry, known for her exceptional craftsmanship and bold imagination, and Sulwhasoo, which boasts a 60-year heritage, reinterpret the value of beauty shaped by the accumulation of time and the brand's extensive research on ginseng. The exhibition space features pure white flowers, trees, and large-scale objects, inspired by a hidden garden at the Sulwhasoo flagship store in Bukchon, Seoul. The garden transforms as visitors add colors, symbolizing the beauty crafted over time.
This collaboration signifies an extension of Sulwhasoo's brand philosophy into an engaging artistic experience for visitors. By involving attendees not merely as onlookers but as integral participants in the creation, CJ Hendry’s approach effectively conveys the message of 'Beauty Crafted in Time'.
Initially unveiled at The Brant Foundation in New York in September, the garden began as a pure white space and was filled with various colors and marks added by spectators, culminating in a massive co-created masterpiece by the end of the exhibition. The Seoul exhibition serves as the second installment of this global project, inviting local participants to collaboratively create another iteration of the 'Secret Garden'.
A representative from Sulwhasoo stated, "This exhibition is designed for customers to experience the core values of the 자음생크림 on its 60th anniversary. We hope that visitors can appreciate the meaning of beauty shaped through time and experience."
Prior to the exhibition's opening, a media day event was held on September 30, featuring attendance by notable figures, including Sulwhasoo's global ambassador, Im Yoon-Ah. Attendees experienced the messaging of the 'Beauty Crafted in Time' campaign while viewing the exhibition.
