Genesis Brings a Wave of Korean Culture to London with Giant AR Mural

Hallyu, or the Korean wave of culture, is a phenomenon that continues to leave its mark on the world. As a sponsor and partner of the V&A’s Hallyu! The Korean Wave exhibition, the Korean luxury car brand Genesis created a street art mural in London. The premium automotive brand collaborated with Innocean Berlin and the renowned Korean artist Joonho Brian Ko, to bring the mural to life with augmented reality technology.  

The mural takes the form of Haechi, the mythical Korean creature who wards off bad omens. Within the Haechi, we see a constellation of Korean motifs, symbols and stories, many of which are explored in the V&A’s Hallyu! The Korean Wave exhibition. When scanned with a phone camera, a QR code guides viewers to the AR experience – a fitting testament to the ever-changing nature of the Korean wave. 

As Stacey Bowles, head of partnerships at the V&A describes it, “The V&A is delighted to have built a partnership with Genesis around Hallyu! The Korean Wave. As a key advocate for art and culture, a leader in design, and a unique ‘distinctly Korean’ service offering, Genesis has been the perfect partner to support the V&A’s first major exhibition focused on South Korean popular culture.” 

"Even though Innocean has Korean roots, here at Innocean Berlin we have colleagues from over 30 nationalities - including Korean, of course. But there's one thing that is true to all of us: each one has been influenced by Korean culture in one way or another, be it cinema, series, food, music, cosmetics, the list goes on. So it's an honour to create such a mural in partnership with Genesis and Joonho Brian Ko, and pay tribute to Hallyu. It's our way of giving something back to Korea and its rich cultural wave," said Gabriel Mattar, chief creative officer, Innocean Berlin

“Genesis is very happy to be in partnership with the V&A and extremely proud to celebrate our Korean heritage. This latest activation, in support of the V&A and Hallyu! The Korean Wave exhibition, simply takes that to the next level,” said Dominic Chambers, European head of PR and amrketing.