Mercedes-Benz Korea announced on the 27th that it would sponsor the exhibition ‘Philippe Parreno: VOICES’ taking place at the Leeum, Samsung Museum of Art in Yongsan, Seoul from the 28th as part of its cultural program ‘Mercedes-Benz Selection’.
Since 2017, Mercedes-Benz Korea has been conducting the ‘Mercedes-Benz Selection’ program to support various genres of music and performances, and this exhibition marks its twelfth initiative.
Philippe Parreno, recognized as one of the world’s leading contemporary artists, explores themes of time, memory, perception and experience, and the relationship between the audience and art. He also utilizes cutting-edge technology such as data integration and artificial intelligence in his artworks, primarily based in France.
The exhibition ‘Philippe Parreno: VOICES’ will run until July 7 and is the artist’s first solo exhibition in Korea. It will showcase not only collaborative works created with a diverse group of experts including graphic designers, photographers, musicians, linguists, sound experts, and actors but also a range of key pieces such as video, sound, sculpture, and drawings from the artist’s early works of the 1990s.
This exhibition is the first art program sponsored through ‘Mercedes-Benz Selection’, expanding support beyond previously sponsored areas like orchestras, musicals, and circus performances, thereby offering a broader spectrum of support for the arts. With this initiative, Mercedes-Benz Korea aims to provide a unique cultural experience that enhances brand value, customer loyalty, and satisfaction.
Moreover, Mercedes-Benz Korea plans to launch events through social media, and further details about the exhibition can be found on the official social media channels of Mercedes-Benz Korea, the official website of the Leeum Museum, and various dealerships.
Jin-Sang Lee daedusj@autodiary.kr