In celebration of Dongdaemun Festival 2017, Dongdaemun Future Foundation opened up the plaza area in front of Doota Mall in Seoul for a public art installation opportunity. SKETCHEDSPACE collaborated with the local contemporary artist Jinsu Han to plan, designed, and executed the production of MEMORY FLOWER.
The flowers play with our subconscious understanding of what a flower should be by presenting the opposite. From the distance, the artwork visualizes flowers that universally represent delicate beauty.
However, in proximity, the audience is impressed by each flower’s unique scale and physicality. The audience is once again surprised to learn that the flowers could be easily activated by pushing the petals.
The movement brings vibrancy to the whole plaza, signaling the energetic development of this neighborhood.
By occupying one of the busiest spaces in Seoul, MEMORY FLOWER had a high exposure to the public during the Dongdaemun Design Festival. Even after the festival week, we measured on average 222 individuals per hour* interacting with the flowers. Based on the hourly visitor statistics provided by Doota Mall, this means we were able to slow down the paces of approximately 11.4% of the customers for about 3 minutes 18 seconds longer. The flowers also changed the walking routes of pedestrians by curving them rather than the original straight paths across the plaza, and created a moment for busy Seoulites to enjoy the art installation.