OoH is a playful and multifaceted collaborative project between the curatorial initiative TASTEHOUSE (established in Seoul in 2016) and the graphic design duo WORKS (established in Seoul in 2012). The acronym OOH stands for “out-of-home,” an industry term for outdoor advertising. OoH pokes fun at the arbitrariness of the visual language and rhetoric of these campaigns, while also examining the value system of today’s hyperconsumerist culture. Unfolding across multiple physical and digital platforms of varying sizes—including banners installed on the facade of the museum and in its vicinity, as well as printed graphics on the uniforms of the exhibition invigilators—each iteration is a 1:1 section of a 270-meter-wide digital image featured on the media facade of K-Pop Square Media, with the cropping of the section corresponding directly to the dimensions of the intended support.
