Holistic, harmony, balance and elegance — these are the words that would come into mind when luxury Korean skincare brand, Sulwhasoo is brought up. Its name already signifies their commitment to spreading beauty solutions across the globe using traditional Korean wisdom and heritage. The established line of beauty products that are made using Asian medicinal herbs with modern science is proof that they have indeed become the skin care solution for many.
That doesn’t just stop there. Its main objective of making everyone feel and look beautiful inside out is just what’s on the surface for the brand. Sulwhasoo runs much deeper with its rich cultural values and traditions and they’ve been reintroducing them back into this ever-changing world. Cultural patronage activities were held since 2003 which brought many younger generations closer to tradition and they continue to do so with their annual Sulwha Cultural Exhibition.
The purpose of this exhibition is to globally promote the beauty of Korea by revisiting the aesthetic value of the Korean culture in a contemporary context. Like the popular Asian folklore, A Woodcutter and A Fairy was the concept for 2017 Sulwha Cultural Exhibition and The Two Love Stars, the Altair and Vega was for the year before that — each year puts focus on a different concept. This year, it is all about the traditional Korean gold leaf craft.
It’s a traditional technique of stamping gold patterns or characters on textile, which is seen since the old days on precious ceremonial dresses in the royal court. Specific characters and symbols such as peony and lotus flowers are used to bring good luck and fortune to the wearer. Only the hands of skilled artisans are able to do this extremely delicate process which makes this tradition even more invaluable. Sadly, like many traditional crafts around the world, this too is disappearing within modern society today.
The 2018 Sulwha Cultural Exhibition reinterprets that tradition into a contemporary concept, resulting in an amusement park called “Fortune Land – Gold Leaf”. Led by Kum Bak Yeon who owns a fifth-generation craft studio specialising in gold leaf imprinting, 12 teams of artists have reimagined the aesthetics of traditional gold leaf craft in their own way. We had the privilege of viewing this space and it was simply magical.
The ground floor of the Amorepacific headquarters in Seoul, Korea has been transformed into a fantasy-filled oriental-themed amusement park with multiple artistic renditions, which encourage visitors to see, interact, and take home a piece of memento from the event. Don’t leave without enjoying a ride on their merry-go-round — the biggest attraction at the exhibition, in our opinion.
Fortune Land – Gold Leaf is open for viewing now until the 14th of December 2018. If you ever find yourself in Seoul anytime soon, be sure to pay a visit to this once in a lifetime exhibition. Pre-registration is required for admission at their website here.