NOROO Paint Co., Ltd., a major subsidiary of the NOROO Group, made official announcement that they will support collaborative project for exhibition of major artists at the 「2018 Seoul Hanok Expo」 (SETEK, Seoul, Korea, May 31 - June 4, 2018) hosted by Monthly “Hanok” (Meaning “Korean Traditional house”) Magazine.

In this exhibition, under the theme of "Collaboration of Korean traditional arts and contemporary arts" will be showcased through collaborative artworks between a world class mural artist Mr. Cryptik & Korean traditional furniture craft master, Mr. So Byungjin using special NOROO Paint product.

Mr. So Byung-Jin is the master of Korean traditional furniture craftsmanship (He literally spent “his life time” for making traditional “Junju wooden cabinet”) and has been appointed as the "Korea intangible cultural property asset"(National Intangible Asset #55). His artworks are referred as 「Korea's masterpiece furniture」. 

He also won "Presidential Award" during 「Korean Traditional Crafts Competition」.

Mr. Cryptik, a Korean American who works mainly in North America region, is the artist who presented mural paintings at the "New Recycling Plaza (recycling facility operated by Seoul City)"  in Seoul during the "POW!WOW! Korea" event last year. 

By many critics, his artworks are often evaluated as “characterized by mysterious and philosophical symbolism through combining various colors and unique patterns.” 

These two artists who seem to have nothing in common, have decided to “collaborate”.

Master So Byungjin mentioned "Over the past few decades, Korean lifestyle has changed from “sitting on floor culture” to a “sitting on furniture culture” lifestyle. I believe Korean traditional furniture MUST evolve and be renewed accordingly for survival.” 

Describing his work to Cryptik, Master So Byungjin also emphasized the excellence of Korean furniture craftsmanship. "The accuracy of manual work of the Korean traditional craft masters are so precise that anything cannot match, even “AI” (artificial intelligence) system cannot. However, there is some difficulties that I cannot promote Korean traditional furniture internationally due to lack of fund and other marketing skills & experience. That’s why I am trying to make a new developments with modern design and this type of collaboration as well."

Master So Byungjin is in the process of making these changes for himself & for the sake of his colleagues in the future, and this collaboration is also one of the starting points of “Change”.

Meanwhile, for this event, Mr. Cryptik’ s work will be engraved in the traditional furniture of a small craftsman, which is reminiscent of the 「MANDALA」 (a symbolic representation of various faith forms, meaning "ownership of essence") from Buddhism, It is expected that Mr. Cryptik will present the artwork which seeks the meaning of "法古創新" (Chinese philosophic phrase, pronouncing “Bup-go-chang-shin” : meaning “the creation of a new thing based on the old thing”) pursued by Master So Byungjin.

As a Korean American, this event has been meaningful to Cryptik as well, he said, "I visited Korea for the first time in my life last year and felt my root and heritage. Through my work with Master So Byungjin, this time, I have experienced Korean traditions and spiritual values can make new ‘harmony’ through colors even if mother tongue is quite different."

"Color, culture and value of design" supported by the NOROO Group

“Tradition, Creation, Change, and Root ', these are main four key words derived from"法古創新, (Chinese philosophic phrase, pronouncing “Bup-go-chang-shin” : meaning “the creation of a new thing based on the old thing”) will be re-symbolized by Mr. Cryptik using his own design, which abstracted from ‘lotus flower’ and ‘Korean traditional art’, will be engraved on Master So Byungjin’ s traditional furniture from May 31 to June 4, it be unveiled at WTFM BACKROOM h at the Seoul Hanok Expo (SETEK) Art Museum.

NOROO Group is the global leading company of 'color', that every year they hold 'NCTS' (NOROO International Color Trend Show) and conducting "POW!WOW! Korea" events with global well-known mural artists. 

The company has been communicating "Color, culture and value of design" with customers through various activities and will introduce more color areas to customers and support to connect “tradition and modernity”.

source : chosun.com