V&A’s Hallyu! The Korean Wave exhibition

Client: 
Genesis

2021 ( BLN )

Agency:
Innocean Berlin

Role:
Creative Director

Hallyu, or the Korean wave of culture, is a phenomenon that continues to leave its mark on the world. As a sponsor and partner of the V&A’s Hallyu! The Korean Wave exhibition, the Korean luxury car brand Genesis created a street art mural in London. The premium automotive brand collaborated with Innocean Berlin and the renowned Korean artist Joonho Brian Ko, to bring the mural to life with augmented reality technology.  

Illustration details inspired by Korean Culture.
HAECHI - A mythical Korean animal who wards off bad omens. Used in architecture during the Joseon dynasty, its image was trusted to protect the country from natural disasters.

Creative Team:
Changkyu Ku, Divya Mirlay

Creative Director:
Maso Heck

ECD 
Ricardo Wolff

CCO:
Gabriel. Mattar

Artist:
Joonho brian ko

Animator:
Yeonny Park

Creative Technologist:
Sey kim