Projects Archive

스타벅스 더춘천 미디어아트 특별전 <JOURNEY>

Starbucks, colored with art — media art held in a single cup of coffee. With aplan-company, Starbucks The Chuncheon Uiamho R store was reborn as an artistic space touched by contemporary artists rather than simply a café. The exhibition's main theme, 'JOURNEY: a travel of the senses and of thought, led by coffee,' carries the brand's values and the journey of the bean across three themes, completed as a large-scale media work spanning the store's interior and exterior. The first theme, 'SOIL: the resonance of color steeped in inspiration,' observes the botanical elements surrounding coffee and expresses the life within them, followed by an audiovisual piece that colors the room to the sound of rain. The second theme, 'Microclimate: the grain of a living present,' renders how micro-climates shape a growing region and traces the many processes behind a single cup; a waterfall running down the staircase brings the freshness of nature indoors. The third theme, 'Altitude: the height of imagination, the light within,' draws the constellations that symbolize Starbucks as line work — sirens, ships and whales telling the brand's story inside, while outside the quetzal of Latin America, the elephant of Africa and the tiger of Asia Pacific mark the origins of coffee, with a galaxy flowing along the stairs.