Define Seoul, a design and art fair launched by Art Busan, will make a larger return in its second edition this October, exploring the theme of simplicity in design in the bustling Seongsu-dong district of Seoul. Scheduled to run from October 30 to November 3, the event promises to expand its scope significantly with special exhibitions and more international participation.

This year’s theme, “The Meaning of Simplicity: Attitude Towards Life in a Rational Era,” will delve into the idea of embracing simplicity in a time marked by complexity and competition. Curated by designer Yang Teo, who also directed the inaugural edition, Define Seoul 2024 aims to integrate fine art and design, creating a space where these disciplines intersect seamlessly.

The main venue for the fair will be S-Factory, with satellite exhibitions held at Y173, highlighting a diverse range of artistic expressions. An exclusive VIP preview will kick off the event, setting the stage for five days of innovative and thoughtful design presentations.

This year's event will feature 40 designer brands and galleries from around the globe, a notable increase of over 50 percent from last year's lineup. Noteworthy participants include Galerie Zink from Germany, Thailand’s Yoomoota design gallery, Italian design studio Giopato & Coombes, and Korea’s own Cheyul, a gallery renowned for its blend of contemporary furniture and craft.

One of the key elements of Define Seoul 2024 will be its special exhibitions showcasing influential artists and designers. These exhibitions will feature lacquer artist Kim Duck-han, installation artist Lee Tae-soo, and furniture designer Ha Ji-joon. Ha Ji-joon will reinterpret traditional Korean "soban" tables using modern materials such as plastic, illustrating how cultural heritage can be transformed into contemporary design.

Another highlight will be the collaboration between the Swiss design studio Atelier Oi and renowned Korean musician Park Ji-ha. Their immersive installation will blend Atelier Oi’s poetic design with Park’s unique sound, which fuses traditional Korean instruments with modern electronic elements, promising a sensory experience that bridges design and music.

Art Busan’s initiative to launch Define Seoul highlights the growing importance of Seoul as a hub for contemporary art and design. The fair’s emphasis on simplicity and rational aesthetics aims to resonate with both seasoned collectors and new visitors seeking a deeper engagement with design as a form of lifestyle expression.

With its expanded scale, Define Seoul 2024 underscores the evolution of contemporary design in a global context, attracting both local and international attention. This year’s focus on simplicity not only challenges conventional design norms but also seeks to inspire a broader conversation on how design influences everyday life in our fast-paced modern era.

Define Seoul 2024 is expected to be a pivotal event in the design world, offering insights into how artists and designers can reinterpret cultural traditions within modern aesthetics. By blending different disciplines and perspectives, the fair aims to present a fresh narrative that links the past with the present, showcasing Seoul as a dynamic force in the global design landscape.

Sayart / Maria Kim, sayart2022@gmail.com