2025 Campaign “Here and Now, MMCA” Exhibition View ©MMCA
The National Museum of Modern and
Contemporary Art, Korea (MMCA, Director: Kim Sung-hee) is presenting a “Museum
on the Road” through the newly established Digital Zone along the
Yeouido–Noryangjin section of Olympic-daero in Seoul.
Since the launch of the Digital
Zone—comprising six large digital billboards—on Tuesday, July 1, the museum has
been showcasing its 2025 campaign, “MMCA Here and Now.” By delivering diverse
contemporary art content on one of Seoul’s busiest roads, MMCA offers moments
of artistic engagement to the approximately 240,000 drivers who travel through
this heavily congested area daily, turning routine traffic into opportunities
for everyday encounters with art.
2025 Campaign “Here and Now, MMCA” Exhibition View ©MMCA
The first content featured by the
National Museum of Modern and Contemporary Art, Korea (MMCA) on the
Olympic-daero Digital Zone is a selection of masterpieces from the museum’s
collection, chosen through a nationwide public vote. This initiative is part of
the ongoing 2025 campaign, “MMCA Here and Now,” which began in May.
The displayed works include iconic
pieces by artists Chang Ucchin, SUH Seok, Kim SangYu, Hwang Kyu Baik, LEE
Je-chang, and CHU Kyung. Following this campaign, the museum plans to showcase
additional content such as Korean painting collections and current exhibitions.
MMCA Director Kim Sung-hee
remarked, “It is highly meaningful that the exhibition space for contemporary
art has expanded beyond the museum walls to one of the busiest roads in central
Seoul. This allows us to introduce contemporary art to a wider audience and
offer opportunities for artistic encounters in everyday life.”
