Porsche keeps reinforcing their compromise towards the arts and culture with a new iteration of their initiative, The Art of Dreams. We had the opportunity to learn about and witness firsthand the proposal where dreams take the centre stage and are conceptually interpreted by artists during the Milan edition last April and following the international mindset they based themselves on, they land in Seoul, South Korea, just in time to be part of Frieze Week from 4th to 8th of September, the art fair that has become one of the most relevant in the industry. Partnering with design platform Capsule and featuring foreign as well as local South Korean artists, another version of Porsche materialised dreams is upon us.
This laboratory of ideas that takes the name of The Art of Dreams is a place where the worldwide recognised automobile brand has a chance to share its platform with artists who will interpret through their vision the concept of dreams, a wide and subjective topic that leaves space for all sorts of interpretations. With the goal of reaching audiences and creative minds all around the world, the initiative has a global approach, and after presenting on places like Milan, Singapore, or Miami, they land in Seoul, a city where the cultural industry is one of the most impactful on today's society and where the mix of tradition with technology thrives.
Despite being their seventh edition, there is a singularity that represents a first for Porsche and The Art of Dreams. Marking the first iteration of a partnership with design platform Capsule —sister to Kaleidoscope magazine—the exhibition that will be presented in the context of Frieze Seoul, the widely recognised art fair, will be co-curated by creative director Alessio Ascari and architect Paul Cournet. Under the name of Capsule Dreamscapes: #01 Seoul, Ascari, Cournet, and the Capsule team interpreted the theme of dreams as the result of the juxtaposition of modern digital innovation and traditional craftsmanship, two concepts very familiar to South Korea's mindset and to the artist invited to be part of the exhibition.
The group of creatives chosen to be part of the project ranges between international artists and South Korean artists, both working across various mediums. American digital artist Ezra Miller, French 3D-printing artist Audrey Large and Theóphile Blandet, and German artist Carsten Höller will join local designer Kwangho Lee, Seoul-based design studio Niceworkshop, and artist Koo Jeong A in an exploration of surreal environments, futuristic proposals, and visionary pieces. Frieze Seoul will be on from September 4th to 8th and it will also feature the exclusive Taycan Turbo K-Edition, commemorating 10 years of Porsche Korea.