The 2021 Seoul Living Design Fair opened its doors on May 26, sparking conversations about the fast-changing current of lifestyle trends since the onset of the pandemic. The fair, which could not be held last year as the pandemic was at its height in Korea, will be even larger and more diverse this year now that it has been resumed. One of the leading trend-setting occasions in Korea for lifestyle and industries, the Seoul Living Design Fair displays more than appealing merchandise—it also offers a variety of things to see and enjoy in collaboration with designers and artists. Samhwa Paints teamed up with AGO Lighting, gaining traction in Korea and abroad, to produce special products and other content for this year’s fair.
AGO, a Korean brand known for its simple-yet-refined lighting designs, is also remembered for its variety of collaboration projects with Korean and international artists.
AGO’s exhibition at this year’s fair has been made all the more special as it features products that are the outcomes of collaboration with Samhwa. These lighting apparatuses have been painted with Samhwa products, baked onto metallic surfaces at 100oC or higher. Samhwa’s baked coatings are a popular choice for a wide range of applications, including automotive parts, consumer electronics (TVs, fridges, etc.), office equipment, and various forms of lighting.
Dark Blue, Mustard, Red Brick, Mud Gray
AGO’s collaboration with Samhwa extends to Alley, a popular series of lights from AGO designed by Jonas Wagell, and the Ballon series, designed by Studio Word and launched this year. The Ballon lights are reminiscent of a favorite plaything for kids: balloons. The designer of the Alley lights took inspiration from lights at different alleyways seen while traveling Asia. Products of both collections featured at the fair are in four specific colors—Dark Blue, Mustard, Red Brick, and Mud Gray—that are based on Samhwa Paints’ Natural Color System (NCS).
“The collaboration of two leading Korean brands […] is itself something to be celebrated”
Yu Hwa-seong, designer and brand director at AGO, says: “The collaboration of two leading Korean brands—one, an established leader in paints and the other, a native Korean brand for lighting—is itself something to be celebrated. We were especially delighted to create our products using Natural Color System (NCS) colors that are popular in Europe.”
When asked what he hoped to get out of this year’s Seoul Living Design Fair, Yu answered: “I think light is the medium that expresses color. Lighting is the most artificial thing that humans have created, but it strives to recreate and deliver the first and foremost thing that nature has given us—light. At this year’s fair, we wanted to showcase the versatility of colors expressed as lights, and how the changing colors alter and reshape our perception.”
AGO’s new lighting apparatuses aren’t the only objects featuring Samhwa’s paints. The podium on which the lighting was displayed was also made with bricks colored and scented with Samhwa’s premium eco-friendly paint from The Clash collection. With these and other such paints, building materials become unique components of interior décor.
AGO, whose name literally means “old friend” (雅故), is a dedicated lighting brand launched by a major lighting distributor that has been operating in Eulji-ro, Seoul, for over two decades. Yu Hwa-seong, the CEO of Bymars, a Swedish design studio, is in charge of brand and merchandise planning at AGO.
AGO Lighting had an enthusiastically welcomed debut at Maison & Objet 2020 in Paris, introducing lighting that is unique in design, superior in quality, and reasonably priced. The brand aspires to enhance the originality of lighting devices designed and produced in Korea and expand its customer base globally.
A related booth at the fair featured Big Game, a globally emerging group of furniture designers. AGO’s Yu Hwa-seong, honored by being named Designers’ Choice*, also had an entire booth of his own to design. The Designers’ Choice was colored with paints from Samhwa’s collection of premium eco-friendly coats, The Clash, as was the podium in AGO’s booth.
*The Designers’ Choice gives the chosen designer, a leading creator and artist today named by the Seoul Design Living Fair itself, a chance to realize his or her vision across the designated space using his or her take on current lifestyle and industrial trends.
Samhwa Paints and AGO Lighting has had a fruitful partnership at the Seoul Living Design Fair so far, raising expectations for what other partnerships the paint company will strike in the coming years. Stay tuned for the lifestyle-leading colors and trends Samhwa will introduce through these and other opportunities.
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The 2021 Seoul Living Design Fair opened its doors on May 26, sparking conversations about the fast-changing current of lifestyle trends since the onset of the pandemic. The fair, which could not be held last year as the pandemic was at its height in Korea, will be even larger and more diverse this year now that it has been resumed. One of the leading trend-setting occasions in Korea for lifestyle and industries, the Seoul Living Design Fair displays more than appealing merchandise—it also offers a variety of things to see and enjoy in collaboration with designers and artists. Samhwa Paints teamed up with AGO Lighting, gaining traction in Korea and abroad, to produce special products and other content for this year’s fair.
AGO, a Korean brand known for its simple-yet-refined lighting designs, is also remembered for its variety of collaboration projects with Korean and international artists.
AGO’s exhibition at this year’s fair has been made all the more special as it features products that are the outcomes of collaboration with Samhwa. These lighting apparatuses have been painted with Samhwa products, baked onto metallic surfaces at 100oC or higher. Samhwa’s baked coatings are a popular choice for a wide range of applications, including automotive parts, consumer electronics (TVs, fridges, etc.), office equipment, and various forms of lighting.
Dark Blue, Mustard, Red Brick, Mud Gray
AGO’s collaboration with Samhwa extends to Alley, a popular series of lights from AGO designed by Jonas Wagell, and the Ballon series, designed by Studio Word and launched this year. The Ballon lights are reminiscent of a favorite plaything for kids: balloons. The designer of the Alley lights took inspiration from lights at different alleyways seen while traveling Asia. Products of both collections featured at the fair are in four specific colors—Dark Blue, Mustard, Red Brick, and Mud Gray—that are based on Samhwa Paints’ Natural Color System (NCS).
“The collaboration of two leading Korean brands […] is itself something to be celebrated”
Yu Hwa-seong, designer and brand director at AGO, says: “The collaboration of two leading Korean brands—one, an established leader in paints and the other, a native Korean brand for lighting—is itself something to be celebrated. We were especially delighted to create our products using Natural Color System (NCS) colors that are popular in Europe.”
When asked what he hoped to get out of this year’s Seoul Living Design Fair, Yu answered: “I think light is the medium that expresses color. Lighting is the most artificial thing that humans have created, but it strives to recreate and deliver the first and foremost thing that nature has given us—light. At this year’s fair, we wanted to showcase the versatility of colors expressed as lights, and how the changing colors alter and reshape our perception.”
AGO’s new lighting apparatuses aren’t the only objects featuring Samhwa’s paints. The podium on which the lighting was displayed was also made with bricks colored and scented with Samhwa’s premium eco-friendly paint from The Clash collection. With these and other such paints, building materials become unique components of interior décor.
AGO, whose name literally means “old friend” (雅故), is a dedicated lighting brand launched by a major lighting distributor that has been operating in Eulji-ro, Seoul, for over two decades. Yu Hwa-seong, the CEO of Bymars, a Swedish design studio, is in charge of brand and merchandise planning at AGO.
AGO Lighting had an enthusiastically welcomed debut at Maison & Objet 2020 in Paris, introducing lighting that is unique in design, superior in quality, and reasonably priced. The brand aspires to enhance the originality of lighting devices designed and produced in Korea and expand its customer base globally.
A related booth at the fair featured Big Game, a globally emerging group of furniture designers. AGO’s Yu Hwa-seong, honored by being named Designers’ Choice*, also had an entire booth of his own to design. The Designers’ Choice was colored with paints from Samhwa’s collection of premium eco-friendly coats, The Clash, as was the podium in AGO’s booth.
*The Designers’ Choice gives the chosen designer, a leading creator and artist today named by the Seoul Design Living Fair itself, a chance to realize his or her vision across the designated space using his or her take on current lifestyle and industrial trends.
Samhwa Paints and AGO Lighting has had a fruitful partnership at the Seoul Living Design Fair so far, raising expectations for what other partnerships the paint company will strike in the coming years. Stay tuned for the lifestyle-leading colors and trends Samhwa will introduce through these and other opportunities.
Wall paint
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