SEOUL –The Lincoln Reimagine Project, a unique program that honors and recognizes transformative artists who are reshaping their fields, is taking place in South Korea. The three up-and-coming artists who are participating in the program will create a piece of artwork based on a test-drive in the new Lincoln MKZ premium mid-size sedan, launched in May. The artwork the artists create will be unveiled and discussed at the Lincoln Reimagine Project Master Class Event in December.
The Lincoln Reimagine Project is a global initiative with the mission to collaborate with, sponsor and support culturally progressive individuals and their vision for making old new again. In the United States, the program has collaborated with influential partners including TED and Vanity Fair to recognize innovative visionaries looking to transform their craft.
In Korea, Lincoln is partnering with promising artists to create groundbreaking art based on their experience with the Lincoln MKZ and under the theme of Creating New Out of Old. Each participating artist was loaned an MKZ for a specific period of time and will also have access to other Lincoln vehicles for a comprehensive experience with Lincoln’s transformation, both in style and in technology. Following the test drives, each artist is producing a piece of artwork based on their experience with the MKZ. The program will then culminate in a master class event in December.
During the master class, each artist will have the opportunity to discuss their creative process, interpretation of the theme and ultimately the piece of art they created. Lincoln Korea Facebook fans, art students and those interested in the arts and culture will be invited to attend and participate in the master class event. After the Lincoln Reimagine Project Master Class event, the art pieces will be exhibited for continued public exposure, and a virtual gallery displaying the art creations will also be accessible on the Lincoln Facebook channel.
Three groundbreaking artists were selected and invited to participate in the program as they demonstrated a profound passion to reinvent and transform the fields in which they specialize.
• Everyware — Everyware is a creative computing group formed in 2007 by Hyunwoo Bang and Yunsil Heo. This team explores intuitive and fun communications between the real and virtual worlds by creating immersive installation pieces.
• Osang Gwon — Gwon is a pioneer sculptor who incorporates photography into his pieces. More specifically, he creates sculptures out of standard materials like Styrofoam or metal and then covers them in photos and paint.
• Sungpil Han — Han is a photographer who creates large-scale photographs and visual installations that then function as building facades and other large surfaces. He looks to explore themes that examine the relationships between reality and representation.
“The Lincoln Reimagine Project effectively epitomizes everything for which the Lincoln brand stands in terms of transformation and innovation,” said Ford Korea President and CEO Jae Jung. “We are very excited to share the work of these visionary artists under the Lincoln umbrella, and we look forward to continued reinvention of our Lincoln products and brand.”
Ford Korea is planning to execute The Lincoln Reimagine Project on an annual basis to ensure continued support of the brand’s passions of art, design and thought leadership. In addition to the virtual gallery, the entire creative process, from the vehicle test drive, to the art development process, to the master class will be documented and available on Facebook (https://www.facebook.com/lincolnkorea
The Lincoln MKZ was launched in South Korea in May through the “Art by MKZ” exhibition. Eight renowned artists participated in this event and showcased 30 pieces of artwork that reflect messages of Lincoln design value. The exhibition ran for three days and attracted more than 700 visitors.