This past weekend I was fortunate enough to pass by the Kiehl’s Nature + the City exhibit as I was headed to lunch with Lauren. It was held in FIFTY FIFTY, an exhibition space tucked into a side street near Garosugil. I’d gotten an email about the week-long event a while before, but I had totally forgotten about it. Of course, after brunch was over, I had to check it out before it ended (which it unfortunately did on Sunday).
Nature + the City was marketed as a way to promote Kiehl’s Calendula line and marry that marketing with what FIFTY FIFTY was known for: art. In collaboration with Beenzino, a popular Korean rapper with an art degree from Seoul National University, Kiehl’s created a colorful art installation that signified a marriage between city life and nature: the pop-art was built to look like a city akin to New York, with all of its skyscrapers, all the while backlit with the orange glow that represented the marigold, the flower that calendula is extracted from.
Visitors to the event had to receive three stamps by various means — testing calendula infused teas and testing products, to name a few — in order to acquire samples at the end.
The event also offered flower arranging classes through reservation. What caught my eye, though, was their sampling dispenser.
The product manager told me that the dispenser had just shipped from New York the week before, and it would be Key in their stand-alone stores. It was really simple to use: choose the sample you want, input your info, and voila! You have a sample.
The exhibit was small, yet colorful, and easy to navigate: if I didn’t loiter I would have been in and out in 15-20 minutes. The product manager was surprised that I knew of the event (primarily because the advert was all in Korean), but when it comes to Kiehl’s I’m down for anything!
FIFTY FIFTY, 543, Sinsa-dong, Gangnam-gu, Seoul (서울시 강남구 신사동 543)
Open 7 days a week, 12PM-9PM