Jangmadang
STEP INSIDE A JANGMADANG (MARKET)
After a branding stint for Canadian-NGO HanVoice, we were tasked to create an awareness campaign for Canadians to realize a historical pathway for North Koreans to seek refuge in Canada was just approved by the government. In 2022, we launched The People’s Museum of North Korea. An experiential pop-up made to let Canadian citizens into the life of a regular North Korean citizen. The campaign was covered by local and national media. The first iteration was an installation made to look like a home: a bedroom, living room, and kitchen. We invited North Korean escapee artist, Sun Mu to showcase his work alongside the installation.
With the success of the museum, we were asked to conceptualize a second museum in 2023. Enter Jangmadang, also known as The Market. A symbolic space for North Koreans, the market resembles an act of independence and defines a generation of kids born into entrepreneurial beliefs following the failure of the North Korean government’s promise of providence.
Highlighted during special events like TIFF's advance screening of Beyond Utopia and Nuit Blanche, City of Toronto, the exhibition shines a light on the individual lives behind the North Korean curtain. With live art performance by Kang Chun Hyuk, an escapee artist, the exhibit goes beyond static displays, transforming into an experiential space that breathes life into stories of perseverance.
CREATIVE DIRECTION
CURATION
EXPERIENTIAL DESIGN