Peugeot has set up a pop-up stage for the 308 smart hybrid in Seongsu-dong, Seoul. Given the location, there is a special perspective. It is "a meeting of tech and art."
Of course, tech refers to the Peugeot 308. Art is also the 308 and artist Herns.
Peugeot will operate an "interactive pop-up" at the Seongsu EQL outdoor Lee & Ko from April 21 to 27. Artist Herns contributed to this exhibition.
The Peugeot 308 smart hybrid was officially launched in the country on the 8th. It adopts a mild hybrid system, but its performance is so superior compared to the previous system that it earned the new name "smart hybrid." Herns's artwork reinterprets the Peugeot 308 smart hybrid through visual language. Titled "Peugeot in Museum," it reflects this innovative perspective.
"Peugeot in Museum" is an outdoor art installation concept that showcases the 308, featuring rhythmic driving against elements of nature such as forests, flowers, and deer. The piece, "Figures Dancing on a Carpet," is a homage to Matisse's masterpiece "Dance," artistically expressing Peugeot's fluid handling and dynamism, enticing visitors with its vibrant colors and sculptural beauty.
Throughout the exhibition, a collaborative art project that involves visitors will also be conducted. Visitors can freely fill in portions of Herns's artwork that are left colorless using drawing tools provided on-site, and their names can be left on the completed work. Through this creative experience together with Peugeot, artists, and the public, participants will go beyond simple observation to share the direction and emotions the brand pursues.
Artist Herns noted about this collaboration, "As an artist who has drawn much inspiration from French culture and art, collaborating with Peugeot, which represents French sensibility, is a natural and meaningful experience. I eagerly anticipate the final artwork, which will be completed by the touch of each visitor who attends this exhibition.”
Exhibition visitors can participate in various events, including a specialized "docent tour" that provides more in-depth information about the Peugeot 308 smart hybrid, as well as social media verification events and mini-games. All participants will receive Herns collaboration goods on-site.
Stellantis Korea's director Bang Shil said, "This project is a new attempt designed for customers to tangibly experience Peugeot's artistic sensibility and technological innovation, and I hope many people can approach the true value of the 308 smart hybrid, which has become a new genre, through content created with customers and the new lifestyle the brand aims for.”
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