In the heart of Paris, at the Maison Guerlain on the Champs-Élysées, an extraordinary exhibition titled “Good Morning Korea, In the Land of the Morning Calm” unfolds as both a tribute and exploration. This 17th edition of contemporary art exhibits by Guerlain, in collaboration with Art Basel Paris, brings together intergenerational South Korean artists. Curated by Hervé Mikaeloff, the show reveals a Korea that merges heritage with futurism, tranquility with technological advancement, and intimacy with global influence.
Running from October 16 to November 12, 2024, the exhibition captures the evolution of South Korean art, showcasing works by Nam June Paik, Lee Bae, Lee Bul, and emerging voices like Anicka Yi and Heemin Chung. This collection weaves together past and future, tradition and experimentation, challenging viewers’ understanding of South Korea and highlighting its role on the global art stage.
Maison Guerlain’s exhibition does more than present South Korean art; it unveils the deeper cultural narratives that shape it. The theme of “Good Morning Korea” invites audiences to engage with Korea’s unique position as both a preserver of ancient heritage and a leader in cutting-edge technology. This exhibition emphasizes the country’s deep-rooted cultural connection to the natural world while exploring contemporary issues like digital evolution and identity in a globalized society.
“Souvenir d’Orchidée.” Lee Ufan. © Guerlain 2024.
Guerlain Debuts Fragrances with Artists Lee Ufan and Julie Beaufils
In parallel with this exhibit, Guerlain released a limited-edition fragrance, Souvenir d’Orchidée, in collaboration with renowned South Korean artist Lee Ufan. This exclusive scent is inspired by Ufan’s childhood memories of Korea’s serene landscapes, particularly mountain rivers and blue orchids. Working with Guerlain’s master perfumer Delphine Jelk, Ufan created an olfactory representation of tranquility and purity, with notes of angelica, jasmine, iris, moss, and amber evoking the clarity of water and the floral mystery of orchids. The fragrance is housed in a custom-designed ceramic bottle crafted by Maison Bernardaud, featuring a matte, pebble-like finish and a single green brushstroke—a reflection of Ufan’s meditative aesthetic. With only 21 pieces worldwide, this fragrance embodies the exclusivity and artistry central to Ufan’s work.
Adding to Guerlain’s celebration of art and fragrance, Art Basel by Guerlain, created with French artist Julie Beaufils, extends Guerlain’s artistic legacy. This fragrance, with its floral, amber, and woody notes, reflects Beaufils’ inspirations from landscapes and travel. Packaged in a box with soft earth tones of ochre, rust, and bleu céleste, the fragrance invites wearers to experience an olfactory journey evoking vast, earthy horizons. Composed by Jelk, it includes spicy carnation accords rising into a blend of benzoin, vanilla, and white musk—an essence cast between sky and earth. This fragrance debuted with a limited release of 2,000 bottles at Art Basel Paris before extending to other fairs.
“Souvenir d’Orchidée.” © Guerlain 2024.
South Korean Artists Embrace Digital Modernity with Spiritual Roots
The works of Nam June Paik and Lee Bul serve as the exhibition’s core pillars, exemplifying how South Korean artists blur the boundaries of culture and technology. Often regarded as the “father of video art,” Nam June Paik uses technology as a language to explore human experience, reflecting an East-West dialogue through Zen and Korean philosophy in his pioneering video installations. His works in “Good Morning Korea” capture the country’s embrace of digital modernity alongside its spiritual roots.
Lee Bul, renowned for her sculptures and installations, examines the fractured realities of modern identity. Her cyborg sculptures, which combine feminine and robotic elements, challenge viewers to question the nature of identity and the boundary between human and artificial. Within Korea’s traditional yet hyper-modern society, her work offers a powerful commentary on what it means to be human in an age of machines.
Emerging artists like Anicka Yi and Heemin Chung add fresh perspectives, pushing the boundaries of art. Anicka Yi’s holographic paintings use algorithms to blend patterns from her past work—her “visual DNA”—with organic motifs, exploring the integration of technology and biology. Her work raises questions about perception in an age increasingly shaped by artificial intelligence.
Heemin Chung’s works, created in translucent gel, draw on 3D prints of digital landscapes. Chung sculpts these pieces to transform virtual images into physical forms, blending the virtual and tangible. Her works highlight the fluid boundary between digital and physical, resonating with younger generations in South Korea who navigate an increasingly interconnected world.
“Mountain — autumn #23-02,” 2023, Suki Seokyeong Kang, painted steel, thread, chain, wheels, approx. 100.3(H) x 89.5(W) x 39.8(D) cm. © Suki Seokyeong Kang and Kukje Gallery. Photo by Chunho An.
Fragrances Paired with Artworks Invite Immersive Experiences
A distinctive feature of the “Good Morning Korea” exhibition is its integration of scent, adding an olfactory layer to the experience. In collaboration with Guerlain’s perfumers, fragrances have been paired with artworks, inviting viewers to connect with memory in immersive ways. This multi-sensory approach reinforces the connection between scent and memory, elements ingrained in both Korean culture and Guerlain’s heritage, where memory becomes a living force linking past and future.
Omyo Cho’s installation “Barrel Eyes” deepens this sensory exploration, envisioning a future where memories take tangible form in virtual spaces. The piece redefines time and memory, encouraging viewers to imagine memories as living entities that can be revisited and relived in digital realms.
Among the commissioned works, sibling artists Park Chae Biole and Dalle celebrate Guerlain’s craftsmanship in a tribute to the beauty of perfume. Using fabric and bamboo, the Park siblings create an ethereal piece that mirrors the intangible quality of scent, serving both as homage to Guerlain’s olfactory artistry and as a representation of the dream-like nature of memory. Lee Bae’s contributions deepen the exhibition’s themes with his Issu du Feu series, which explores the purity and transformative power of charcoal. In Korean tradition, black symbolizes profound energy and spiritual depth. Through his manipulation of charcoal, Lee Bae channels a primal, meditative force, bridging the spiritual and existential dimensions of art. His works reflect the enduring strength of Korean culture, rooted in simplicity yet open to endless interpretation.
“Issu du Feu,” 2003, Ch-49, Lee Bae, 170 x 260 cm, charcoal on canvas, ©RX&SLAG, Paris, NY.
An Artistic and Cultural Dialogue Bridging Generations
“Good Morning Korea” stands as a celebration of Korean art and an alliance between Guerlain and South Korea, where both the brand’s legacy and Korea’s modern spirit find common ground. The exhibition underscores Korea’s dual nature as a land of subtle luxury and rapid innovation, aligning seamlessly with Guerlain’s values. Through this partnership, Guerlain acknowledges Korea as a beacon of modern culture, an influence that reverberates across fashion, film, and art in the West.
The Maison Guerlain, an icon of Parisian elegance, transforms into a canvas for South Korean art, hosting a cultural dialogue that bridges continents and generations. Guerlain’s Artistic Director Ann Caroline Prazan emphasizes the importance of this exchange, which enriches both cultures.
As visitors explore “Good Morning Korea, In the Land of the Morning Calm” in its final days, the exhibition leaves a lasting impression, inviting them to see beyond Korea’s borders and experience the universal resonance within its art. From Korea’s tranquil landscapes to the vibrant energy of Seoul’s tech-driven pulse, the exhibit encapsulates a society in dynamic motion, harmonizing ancient wisdom with forward-looking ambition. This celebration of Korean creativity highlights the timeless relevance of its heritage and the inspiring promise of its future, inviting audiences to reflect, connect, and dream anew.
“Water BCBP 17,” 2017, Young-Il Ahn, 112 x 213 cm, oil on canvas, artist’s collection. ©Lucien Terras.
With Art Basel Paris, Celebrating the Beauty of Korea
In partnership with Art Basel Paris, this exhibition transforms Guerlain’s Champs-Élysées space into a global stage, celebrating South Korea’s diverse artistic voices. “Good Morning Korea” is more than an art show—it’s an invitation to witness a Korea that is at once familiar and mysterious, traditional yet forward-looking, grounded yet endlessly inventive. Through this immersive journey, we come to understand the complexity, resilience, and beauty of Korean society, seen through the eyes of its artists who continue to redefine what it means to be human in a world of constant change.
