WHEN YOU walk into an exhibition meant to embody the spirit of Seoul, would you expect the first sight to be a bright moon over a dark ocean? At the heart of Insadong, 2021 Delight Seoul gives you another perspective of Seoul, reinterpreting its life and individuality through new media art. Design Silverfish, the media company hosting the exhibit, aims to portray what makes Seoul unique. The exhibition features 11 rooms, each trying to present aspects of Seoul—its energy, history, and culture.

Through Seoul's lights

   The first room of the exhibit, “Corridor of Light,” is a shadowy hallway with the full moon projected at its end. As you follow the moon's light, the sound of the waves resonates within the room, and fog is periodically dispersed. While small, the room serves as an immersive introduction to the exhibition. The audience has a more sensory experience as the exhibit plays with contrasting temperatures.

   In contrast to the chill of the first room, the second room, called "The Myth," is surprisingly warm. The warmth introduces you to a room with a drastically different interpretation of Seoul, as the space focuses on the protective power of the Chinese zodiac. Four LED walls surround the viewer, projecting various images of the five elements of the zodiac. "The Myth" is the exhibit's first interactive room, as visitors can scan the barcode reader at the pillar in the middle of the room to project their Chinese zodiac sign on the wall and print their fortune. The room is there to remind the audience that their zodiac "guardian" protects them. This feature allows the audience to personalize their experience and the shifting elements that surround the room immerse them further into Zodiac imagery.

   The immersive experience continues through the exhibition’s third room, "Welcome to Delight". The "Welcome to Delight" room is covered in mirrors and is illuminated by a multitude of cheong sa cho rong[1] that hang from the ceiling. The Korean lanterns help connect the audience to Seoul by drawing upon reminiscent imagery of a traditional symbol, historically used to welcome people into one's home[2]. By portraying cultural aspects within modern technology and the display of lights, the room depicts the marriage of the old and the new in contemporary Seoul.

   The next room, titled "Dynamic Seoul," takes a different interpretation of Seoul's lights by showing the city's fast-paced dynamism through the LED screen displays. The room is a favorite among visitors, featuring prominently in many Instagram posts. While this room appears simple, with only a few vertical LED screens tilted towards the wall, these screens present an array of videos mirroring Seoul's busy streets. The display has two phases: Seoul during the day and Seoul during the night. During the "day," the screens show Han-geul street signs drifting across a blue sky. During the "night," words such as "dynamic Seoul" and "wonderful life" cascade down from the LED screens, mimicking Seoul's night lights. Seoul's ever-shifting nature is portrayed by how the lights constantly change, making the viewer feel overwhelmed as though they are walking through a busy city street. Because of its vibrancy, the room is the most popular and makes a great backdrop for a picture. In the display, you only have a few seconds to capture the perfect shot. If you miss it, you have to watch the whole video again. 

   One of the last displays, "The Story of Seoul," relates closely to the Seoul I know. "The Story of Seoul" is a vast room where its four walls project three videos, a ten-minute video collage depicting images of old Seoul. The designer cut out various subjects, such as people wearing han-bok, from old black and white photos, which are pasted onto a pop-art background. Two other videos display street signs and famous city landmarks like Dongdaemun Design Plaza or the Gwanghwamun Gate under the night lights. While the videos are displayed on the walls, in the middle of the room you can find a replica of Seoul's first merry-go-round. The exhibit pamphlet explains that the merry-go-round was first built to help people in Seoul reminisce about their childhood memories. Strategically placed mirrors all around the room make the various media art displays more immersive, as their reflections make it seem like the viewer is transported into the setting of the videos. The room mixes the old and the new but keeps one element: how dynamic the city was and still is today. 

Just a Social Media fad?

    The exhibit was designed with social media in mind. Each room has ideal photo opportunities, and the lighting is carefully placed to provide the best illumination no matter where you stand. The exhibit is interactive and customizable; for instance, there is a photo booth that puts your picture on the wall, also encouraging online posts by enabling direct shares on Instagram, Facebook, and other social networking services. Most of the other people who visited the exhibit said to have found it through Instagram. Some even came over-prepared: tripods, professional cameras, and suitcases for outfit changes. Hong Kyung-tae, the exhibition’s organizer, stated in an Arirang interview how one of the exhibition's main objectives is for "each visitor [uses] their device to [take pictures] so that we can [share] them on social media." Since the exhibition intends for you to "Instagram" it, the long lines and wait to take a picture can become tedious. The constant flashing lights can also make you feel dizzy by the time you reach the exhibit's final room. But, if you are willing to look past the slow crowds and join in on the action, the exhibit can prove worthwhile. 

    While the exhibit’s immersive and interactive experience makes it fun, its objective to portray Seoul in a new light often misses the mark. Some displays have seemingly farfetched allegories for viewers to properly understand the connection with the city. Such discrepancy can be seen from the first room, which tries to address Seoul’s “latent power” a notion too abstract for most to even grasp, and other rooms also fail to draw a clear connection to Seoul. However, the value found within the exhibit provides novelty and promises its audience a fun visit.

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   2021 Delight Seoul attempts to keep Seoul at the center of its displays and depicts its dynamism. While you might not be convinced that the exhibition accurately embodies Seoul, its immersive and interactive nature gives each visitor a unique experience. After your visit, expect the colorful displays to not only linger in your mind but also in your Instagram feed.

Period: 2020.12.18-2021.06.30

Hours: 10:00-20:30  (last entry: 19:30)

Admission: \18,000 (ages 19 and older), \15,000 (ages 14-19), \12,000 (ages 3-13). Weekdays \10,000 for all.

Address: Hello Insa-dong B1 Insa Central Museum (49 Insadong-gil, Jongno-gu, Seoul)

[1]cheong sac ho rong: traditional Korean lantern

[2]Korea.net