Sulwhasoo to Open 'Secret Garden' in Seongsu-dong

[Financial News] Sulwhasoo, Amorepacific's beauty brand, will present the participatory exhibition 'Secret Garden,' created in collaboration with global artist CJ Hendry, at Eobeu Studio in Seongsu-dong, Seongdong-gu, Seoul, through the 8th.
Amorepacific said on the 1st that the exhibition was organized as part of the 60th-anniversary campaign for Concentrated Ginseng Rejuvenating Cream, 'Beauty Crafted Through Time.' Sulwhasoo's 60 years of ginseng research and craftsmanship, among other values of beauty, have been reinterpreted through Hendry's artistic perspective.
Inspired by the hidden garden at the Sulwhasoo flagship store in Seoul's Bukchon, the exhibition space features pristine white flowers and trees, along with large sculptures. It conveys Sulwhasoo's message through the space's transformation as visitors add their own colors. In this way, the brand's philosophy has been expanded into a participatory art experience.
Secret Garden was first unveiled last month at The Brant Foundation in New York City. The Seoul exhibition is its second venue after New York City, where another garden will be created with the participation of local visitors.
A Sulwhasoo representative said, "This exhibition is a project designed to allow customers to experience firsthand the core values of Concentrated Ginseng Rejuvenating Cream, which marks its 60th anniversary," and added, "We hope visitors will feel the meaning of beauty created by time and experience through Secret Garden, completed through their participation."
[email protected] Kang Myeong-yeon Reporter