GENESIS ANNOUNCES SPONSORSHIP OF V&A EXHIBITION, HALLYU! THE KOREAN WAVE, THE FIRST MAJOR EXHIBITION ON KOREAN CULTURE

London, UK: Luxurious automotive model, Genesis, is to be one of many headline sponsors of the V&A’s newest exhibition. Hallyu! The Korean Wave opens in September 2022, the primary exhibition of its variety to rejoice the colorful and dynamic well-liked tradition of South Korea.

The announcement comes simply over a yr after the model launched within the UK, efficiently disrupting the market by providing premium, Korean-designed automobiles with a luxurious expertise. As a key champion of artwork and tradition, a pacesetter in design, and a singular ‘distinctly Korean’ service providing that focuses on the idea of time, Genesis is the proper accomplice to assist this primary main exhibition on Korean tradition.

The model’s modern exterior and inside designs are particularly constructed across the South Korean architectural ideas, ‘the great thing about white house’ and the enjoyment of a minimalistic, well-planned space. Because of this, Genesis automobiles are designed within the easiest, most thought out means to make sure the look, really feel, and actuality of most house. A thematic that shall be encountered inside the exhibition house as a shared precept with many Korean artists.

Dominique Boesch, director at Genesis Motor Europe, stated: “Constructing on our profitable partnerships with Goodwood Pageant of Velocity and the Genesis Scottish Open, our new relationship with the V&An additional affirms our dedication to the UK, to Europe and to our prospects. Celebrating Korean tradition with one of many world’s best artwork and design establishments is each massively thrilling for a brand new such model resembling Genesis however is in good synergy with our deal with design excellence.”

From Ok-Pop costumes to Ok-drama props and posters, alongside images, sculpture, vogue, video and popular culture ephemera, the exhibition will invite guests to delve into the phenomenon often known as ‘hallyu’ – which means ‘Korean Wave’. Hallyu rose to prominence within the late Nineties, rippling throughout Asia earlier than reaching all corners of the world and difficult the currents of worldwide popular culture right this moment.

Hallyu! The Korean Wave will discover the makings of the Korean Wave by cinema, drama, music and fandoms, and underline its cultural influence on the sweetness and vogue industries. The exhibition will function round 200 objects throughout 4 thematic sections – together with some loans by no means seen within the UK earlier than – alongside popular culture ephemera and digital shows. Highlights will embrace an immersive re-creation of Parasite’s lavatory set, and an array of iconic costumes and props seen in Ok-drama, movie and music – together with from hit Netflix sequence Squid Recreation, and outfits worn by completely different generations of Ok-pop idols, from PSY, to aespa and ATEEZ. It can additionally current monumental artworks, together with by Nam June Paik, Ham Kyungah and Gwon Osang; round 20 excessive vogue seems by Tchai Kim, Miss Sohee and Minju Kim amongst others; in addition to early examples of promoting and branding, together with an unique poster from the Seoul Olympics, and the primary Korean branded beauty from the 1910s. Within the exhibition, hallyu will even be used as a gateway to discover conventional and up to date Korean tradition by connecting historic objects with well-liked tradition and socio-political occasions.

Rosalie Kim, curator of Hallyu! The Korean Wave, stated: “South Korea has captivated the world over with hallyu, its vibrant and artistic well-liked tradition, which has remodeled the nation’s picture from one devastated by the Korean Battle to that of a number one cultural powerhouse within the period of social media and digital tradition right this moment. This phenomenon has been amplified by tech-savvy and socially aware international fanbases, additional elevating the profile and relevance of hallyu world wide, and we’re delighted to be bringing its power and dynamism to the V&A this autumn within the first exhibition of its variety.”

Bringing to life the Korean tradition of “sonnim”, Genesis treats prospects as in the event that they have been company in their very own personal houses, with Korean hospitality embedded within the Genesis ethos. The service USP is targeted on saving time for its prospects, time that could possibly be properly spent having fun with private pursuits. This heat, and welcoming nature shall be creatively delivered to life by a programming sequence put up the exhibition launch, celebrating Korean tradition and the influence it has.

Notes to Editors

  • The exhibition Hallyu! The Korean Wave runs from 24 September 2022 – 25 June 2023.
  • Grownup tickets £20, pupil and under-26 tickets £13. Tickets are on sale now at vam.ac.uk/kwave
  • The exhibition has been curated for the V&A by Lead Curator Rosalie Kim and Mission Curator Yoojin Choi.
  • The exhibition shall be accompanied by a brand new V&A publication edited by Rosalie Kim. RRP £30.
  • The exhibition design workforce consists of Na Kim as Inventive Lead, with Studio MUTT as 3D designers.
  • The V&A has been accumulating Korean artwork and design since 1888, and now holds one of many largest collections of latest Korean craft and design exterior Korea, together with graphic design, vogue and digital artwork. It was the primary European establishment to host the seminal exhibition the Nationwide Artwork Treasures of Korea in 1961, and opened London’s first everlasting gallery dedicated to Korean arts in 1992.

In regards to the V&A

The Victoria and Albert Museum, London (V&A) is the world’s main museum of artwork, design and efficiency with collections unrivalled of their scope and variety, spanning 5000 years of human creativity. It was established in 1852 to make artistic endeavors out there to all and to encourage British designers and producers. In the present day, its function is to champion artistic trade, encourage the subsequent era, and spark everybody’s creativeness.

About Genesis

Genesis brings premium automobiles with a luxurious expertise to Europe. The Korean model has established itself as a real various inside the premium section. With a dedication to hospitality and nice service, Genesis strives to construct honest relationships with prospects and, above all, to respect the best luxurious – their time. Embodying its distinctive design language ‘Athletic Class’, the model continues to strengthen its vary of automobiles and providers throughout Europe having launched 5 premium luxurious automobiles in 2021. Genesis will introduce three electrical automobiles in 2022 and, from 2025, all-new Genesis automobiles shall be pure electrical as a part of the model’s imaginative and prescient for a sustainable future. Genesis will even pursue a aim to develop into carbon internet zero by 2035.

For extra details about Genesis and its definition of premium, please go to www.genesis.com.

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