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Choi Jeonghwa (Korean: 최정화, born 1961 in Seoul)^[1] is an artist and designer whose work moves between the disciplines of visual art, graphic design, industrial design and architecture. His inspiration comes from popular culture and day-to-day life. Large-scale outdoor sculptures crafted from diverse materials such as consumer goods, balloons, wires, as well as recycled and found objects are the hallmarks of Choi's playful repertoire.^[2]

Choi Jeonghwa is a globally recognized superstar artist, representing South Korea with an acclaimed international reputation as a contemporary artist. However Choi can be labeled in multiple ways — installation artist, art director, interior designer and art educator.

He is most well-known for his role as the lead artist for the Korean Pavilion at the Venice Biennale, often referred to as the Olympics of the art world, and the widespread recognition of his installation piece“Alchemy at the main hall of the Leeum, Samsung Museum of Art, featured in a video by the Korea Tourism Organization. His recent participation also include international appearances such as ‘Breathing Flower’ in MFA Boston and Annecy Paysage and multiple Biennnales and Triennales in cities ranging from Bangkok, Hawaii to Saitama.

Unlike many artists who tend to focus on major exhibitions, Choi has also participated in many global art festivals along with his eco-friendly and sustainable participatory programs.‘Sea Lives’ was one of the main events at the Helsinki Night of the Arts festival. Along with thousands of children, Choi created colorful and gigantic marine animals from recycled plastic bags with the aim to draw people’s attention to marine protection and the massive plastic rafts that float in the oceans.

Interestingly, Choi not only comes from the realm often referred to as “fine art” but from diverse activities. For instance, he served as the artistic director for the opening and closing ceremonies of the 2018 Pyeongchang Winter Paralympics, created commemorative sculptures for the 2022 Qatar World Cup, and collaborated with prestigious brands like Dior, Bvlgari, Fendi, and Nespresso.

His artistic scope goes beyond museum exhibitions. In the ’90s, he experimented with combining music, food, exhibitions, performances, and seminars through spatial designs like“Olo Olo” (1990), “Space Ozone” (1991), and “Salba” (1996).

He has also engaged in architectural projects that bridge commerce and the public, including works for commercial districts like Insa-dong and Esquire Sorsente. In recent times, he has collaborated on projects related to environmental and ecological design, such as the Jeju VEKE Garden and the Namhae Dolchanggo Project.

As an educator, Choi has been engaging in art activities and educational programs with children for decades. He has recently participated in ‘Neulbom Arts School’ , a key government policy, organized by The National Education Promotion Service, in collaboration with EBS, aimed at developing online cultural and arts education content accessible for everyone.

An incredibly versatile director, Choi has directed London’s The Coronet Theatre with ‘Tiger, Journey, Love’ – a month-long series of events featuring the best of Korea's contemporary art, dance, theater and music scene. He has also collaborated with the National Theater and the National Changgeuk Company of Korea on the “Heungbo Exhibition” and directed the stages of Leenalchi, an alternative Korean pop band.

As the debate over the definition of contemporary art continues, Choi Jeonghwa simply defines it as ‘everyday.’ From our ancestors’ primitive lives to modern times, art is everywhere and can be seen anywhere. Being a well-rounded player in this field, Choi continues his journey to represent art in all aspects of life.

Biography

Contributions in 38 countries

Switzerland, England, Finland, France, Austria, Germany, Chile, Spain, Denmark, Italy, Ukraine, Russia, USA, China, Thailand, Japan, Korea, Taiwan, Malaysia, Hongkong, Czech Republic, Thailand, Australia, Singapore, New Zealand, Belgium, Indonesia, Monaco, Brazil, Netherlands, Qatar, Dubai, Canada, Island, Mexico, Turkey, Mongolia, Uzbekistan

Remarkable Achievements

‘Holobiont’, Choi Jeonghwa X Herzog & De Meuron at The Peak, Korea (2023) NESPRESSO: ‘VITA NOVA’, Korea (2023) ‘Come Together’, Qatar World Cup, Education City, Qatar (2022) ‘Night Journey’, Daydream Roppongi Art Night, Japan (2019) ‘Breathing Flower’, Annecy Paysage, Annecy, France (2018) Art Direction, Pyeongchang Paralympic, Korea (2018) MMCA HYUNDAI MOTOR SERIES 2018: CHOIJEONGHWA –‘ Blooming Matrix’ , Korea (2018) Art Direction,‘Happy Happy’, Lausanne Olympic Museum, Switzerland (2018) Creative Director of Botticelli (93~2015) Creative Director of SSAMZIE (97~2008) ‘One of 45 Artists to be published in Big Art / Small Art’ by Tristan Manco (2014) ‘Artwork published in Oversize’ by Viction:ary (2013) Bangkok Art Biennale, Thailand (2018) Gather Together, Honolulu Biennale, Hawaii (2017) Saitama Triennale, Saitama, Japan (2016) Venice Biennale (2004)

Brand Collaborations

BVLGARI: COLORS, A Journey Between Jewels and Art, Korea EXPÉRIENCE POMMERY: GIGANTESQUE!, France DIOR: LADY DIOR CELEBRATION, Korea FENDI X CHOIJEONGHWA: Special Edition Bag NESPRESSO: VITA NOVA, Korea MASH X CHOIJEONGHWA: Sustainable Art Project, Japan MCM HAUS: F.A.M., Journey to Infinity, Korea

Creative Direction

Botticelli, Korea (93~2015) SSAMZIE, Korea (97~2008)

Art Education

‘You are Art’, Art School for Kids by Arte X Education Broadcasting System (EBS), Korea (2024) ‘You are Art’, Art School for Teachers by Arte X Education Broadcasting System (EBS), Korea (2024) ‘Flowers of Tomorrow’, Senior and Junior art education, MMCA, Korea (2018, 2023) ‘Onna Onna, Moda Moda’, Junior art education, MCAB, Korea (2023) Space Planning/Master Plan “Veke version 1&2”, Jeju, Korea (2018~2024) Nonbat Artroom Guesthouse, Paju, Korea (2009~2010) Munmugwan art center, Korea (2016) Gyeonggi Do Cultural center, Korea (2014) Nonbat art school, Korea (2010)

Awards

Minister Prize of the Ministry of Culture, Korea (2023) The EBS President Award (2023) Korea Artist Prize, the National Museum of Modern and Contemporary Art (2006) Ilmin Arts Award, Ilmin Cultural Foundation (2005) Total Fine Art Prize (1997) Grand Prize, JoongAng Fine Arts Prize (1987) Second Prize, JoongAng Fine Arts Prize (1986)

Recent Exhibitions (including participatory programs)

‘I am you, You are me’, The Ecological Art Project, Gwangju, GAM, Korea (2023, P) ‘生生活活’, kirishima Open-Air museum, Kagoshima, Japan(2022, S,P) 春夜, The historic ‘House of Woon Kyung, Korea (2022, S,P) Bohosu project, Namhae Dolchanggo, Namhae, Korea (2021, S, P) Busan Choryang stream Project, Busan, Korea (2021, S,P) SARORISARORIRATTA, Gyeongnam Art Museum, Changwon, Korea(2021, S, P) <Blooming Matrix>, GYRE Gallery, Tokyo, Japan (2019,S,P) CHOI JEONG HWA, GOODS AND THINGS, Artspace Gwanggyo, Suwon, Korea (2019,S,P) MMCA HYUNDAI MOTOR SERIES 2018: CHOIJEONGHWA – Blooming Matrix, Korea,(2018,S,P) Forest, Seongbuk Museum of Art, Korea(2018,S,P) Happy Together, Museum of Contemporary Art Kiasma, Helsinki, Finland (2016,P) 'ON'-Choi Jeong Hwa Solo Exhibition, Parkview Green, Beijing, China(2015,S,P) With, Onyang Museum, Onyang, Korea (2015,S,P) Choi. Jeong Hwaㅡnatural color, Multiple Flower Show, Culture Station Seoul 284, Seoul, Korea (2014,S,P)

Sceneography

Tiger, Journey, Love, The Coronet Theatre, London, UK (2023) Artist Inalchi Concert, LG Art center, Seoul, Korea (2021) ‘The Moment of Memory’ Exhibition, Korea (2020) Heungbujeon, National Theater of Korea (2019) Pyeongchang Paralympic, Korea (2018) World Design Biennale Forum, Korea (2012) The REDCAT Gala, Disneyland, Los Angeles, USA (2008, 2011)

Biennale/Triennale

Bangkok Art Biennale, Thailand (2018) Gather Together, Honolulu Biennale, Hawaii (2017) Saitama Triennale, Saitama, Japan (2016) Busan Biennale (2014) Special Exhibition (Biennale Archive), Busan Cultural Center Grand Medium Gallery, Busan (2014) Fukuoka Asian Art Triennale 2014, Fukuoka Asian Art Museum, Fukuoka, Japan (2014) Present of the Sun, Setouchi Triennale, Shodojima, Japan (2013)

Festivals

Goyang International Flower Festival, Korea (2024) ART for SDGs: Kitakyushu Art Festival Imagining Our Future, Kitakyushu, Japan (2021) Ibaraki Kenpoku Art Festival, Ibaraki, Japan (2016) Yuejin Lantern Festival, Tainan, Taiwan (2016) Thank You!, Taoyuan Landscape Art Festival , Taoyuan, Taiwan (2013) Festival of the World, Southbank Center, Hayward Gallery, London, UK (2012) Flower Chandelier, Perth International Art Festival, Perth, Australia (2012)

Recent Projects

Choi’s most recent project ‘Museo 24’ is a versatile 24-hour museum that anyone can visit upon booking. The museum is also a unique rental space for those who would like to be immersed in Choi’s world of everyday items.

Life

His father was a soldier as well as a secretary for a famous buddhist monk, and while he traveled with his father he learned about the honest aspect of religion as well as the harsh side of reality.^[3] He started drawing since the last year of high school.^[3] He majored in Western art styles at Hongik University.^[3] From 1991, Choi set the phrase "Art that survives in the streets, and not in an art gallery, is real art."^[3]

Contact

Instagram: @choijeonghwa.kr Website: www.choijeonghwa.kr

References