Aither Direction Archive
AITHER Art Criticism ignites fresh thought.
Hey! Recently we were working on a project for ..
We design and build digital products people enjoy using...
Hey! Recently we were working on a project for ..We design and build digital products people enjoy using...
A new project is an opportunity to create something unique.
We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
A new project is an opportunity to create something unique.We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
We look forward to working with you on your next project
As an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
We look forward to working with you on your next projectAs an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
Style Tiles are always a good option to show work in progress!
We are working on the UX/UI design for a large hotel owners and hospitality management company.
Style Tiles are always a good option to show work in progress!We are working on the UX/UI design for a large hotel owners and hospitality management company.
You can check the attachment for a full view..
More shots with final designs coming soon.
You can check the attachment for a full view..More shots with final designs coming soon.
This is a proposal to add value to a crowdfunding listing page
we streamline the process without having to make multiple mockups.
This is a proposal to add value to a crowdfunding listing pagewe streamline the process without having to make multiple mockups.
Clients easily understand them
Style tiles serve as a flexible starting point that helps us easily communicate the essence of a visual brand for the web.
Clients easily understand themStyle tiles serve as a flexible starting point that helps us easily communicate the essence of a visual brand for the web.
we have a lot of fun during this phase.
We are working on an exciting project for a company in the investment business. Stay tuned!
we have a lot of fun during this phase.We are working on an exciting project for a company in the investment business. Stay tuned!
Hey! Recently we were working on a project for ..
We design and build digital products people enjoy using...
Hey! Recently we were working on a project for ..We design and build digital products people enjoy using...
A new project is an opportunity to create something unique.
We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
A new project is an opportunity to create something unique.We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
We look forward to working with you on your next project
As an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
We look forward to working with you on your next projectAs an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
Style Tiles are always a good option to show work in progress!
We are working on the UX/UI design for a large hotel owners and hospitality management company.
Style Tiles are always a good option to show work in progress!We are working on the UX/UI design for a large hotel owners and hospitality management company.
You can check the attachment for a full view..
More shots with final designs coming soon.
You can check the attachment for a full view..More shots with final designs coming soon.
This is a proposal to add value to a crowdfunding listing page
we streamline the process without having to make multiple mockups.
This is a proposal to add value to a crowdfunding listing pagewe streamline the process without having to make multiple mockups.
Clients easily understand them
Style tiles serve as a flexible starting point that helps us easily communicate the essence of a visual brand for the web.
Clients easily understand themStyle tiles serve as a flexible starting point that helps us easily communicate the essence of a visual brand for the web.
we have a lot of fun during this phase.
We are working on an exciting project for a company in the investment business. Stay tuned!
we have a lot of fun during this phase.We are working on an exciting project for a company in the investment business. Stay tuned!
Hey! Recently we were working on a project for ..
We design and build digital products people enjoy using...
Hey! Recently we were working on a project for ..We design and build digital products people enjoy using...
A new project is an opportunity to create something unique.
We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
A new project is an opportunity to create something unique.We are a Creative Digital Agency based in Buenos Aires, Argentina. We take pride in designing and building...
We look forward to working with you on your next project
As an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
We look forward to working with you on your next projectAs an interdisciplinary agile team, our production process is flexible, collaborative, and adapts to each client’s needs
Style Tiles are always a good option to show work in progress!
We are working on the UX/UI design for a large hotel owners and hospitality management company.
Style Tiles are always a good option to show work in progress!We are working on the UX/UI design for a large hotel owners and hospitality management company.
아이테르 × 현대백화점 ‘아트크루즈’ 인사이트
1. 예술의 형식에서 ‘경험의 형식’으로 전환
아이테르가 주도한 아트크루즈는 ‘전시’나 ‘공연’의 전통적 형식을 넘어, **‘예술을 경험으로 설계하는 큐레이션’**의 대표적 사례로 읽힌다.
미식·와인·경매·대화·야경 감상 등 이질적 요소들이 분절되지 않고 하나의 흐름으로 편집된 점이 핵심이다. 이는 니콜라 부리오가 말한 *‘관계미학(Relational Aesthetics)’*의 현대적 실천이자, 예술과 일상·소비를 잇는 새로운 감각의 플랫폼 구축이다.
2. 브랜드 경험의 미학화
현대백화점은 상품 중심의 VIP 프로그램에서 **‘브랜드 경험 중심의 문화예술 프로그램’**으로 진화하고 있다.
이 행사는 ‘고객 충성도 제고’ 이상의 의미를 갖는다. 예술적 체험을 통해 브랜드의 미적 정체성을 강화하는 전략적 전환이며, ‘브랜드 큐레이션’ 시대의 방향성을 선도한다.
즉, 미술관이 브랜드를 초청하던 시대에서 이제 브랜드가 미술관의 역할을 수행하는 시대로의 이동이다.
3. 지역성과 세계성의 접점
부산 다이아몬드베이라는 장소는 단순한 배경이 아니라, **‘도시의 해안선과 문화의 경계가 만나는 지점’**으로서 상징성을 지닌다.
부산의 해양 도시 정체성을 기반으로 한 이 프로젝트는 향후 글로벌 항만 도시(싱가포르, 두바이, 나폴리 등)로의 확장 가능성을 내포한다.
즉, 아트크루즈는 **‘로컬리티를 세계화하는 플랫폼’**의 실험으로 해석될 수 있다.
4. 예술가–관람자–브랜드의 삼각 네트워크
기존 전시가 작가와 관람자의 이분 구조에 머물렀다면, 아트크루즈는 ‘작가–관람자–브랜드’의 삼각 네트워크를 구축한다.
작가는 브랜드의 고객에게 자신의 세계를 직접 해설하고, 관람자는 소비자가 아닌 공동 경험자로 자리한다.
이 관계성 속에서 브랜드는 단순한 후원자가 아닌 **‘문화적 매개자(Cultural Mediator)’**로 작동하며, 이는 향후 기업–예술 협업의 새로운 모델로 확장될 가능성이 크다.
5. 예술경제의 감성화(Economy of Feeling)
이 프로젝트는 예술의 경제적 가치를 단순히 ‘작품 판매’에 두지 않는다.
고객의 감정·시간·기억을 재구성하는 **‘감성경제(Economy of Feeling)’**의 구조를 만든다.
예술 소비의 패러다임이 ‘소유’에서 ‘공유와 체험’으로 이동하고 있음을 명확히 보여주는 사례이며, 향후 럭셔리·관광·문화산업의 교차지점을 여는 새로운 경제 모델로 기능할 수 있다.
6. 아이테르의 큐레토리얼 언어
아이테르는 이번 협업을 통해 ‘로컬에서 글로벌로, 기획에서 감응으로’라는 자사 철학을 실질적으로 증명했다.
이는 단발성 이벤트가 아니라, ‘코리안 큐레토리얼(Korean Curatorial)’의 사회적 실험장으로 읽힌다.
즉, 공간·인프라·시장·정서를 통합하는 ‘총체적 예술경험’을 기획하는 한국형 큐레토리얼 OS의 시범 사례다.
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예술감독 공명성
사진출처 :
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예술협회 아이테르 [ AITHER ] 부산전시관
미술비평
문화예술기획
아이테르 AITHER
부산 갤러리/전시관
- 문화예술기획업
주소: (48737) 부산광역시 동구 범일로 65번길 21
주차: 진시장 공영주차장
서비스 운영시간: 월-토 10:00~18:00
연락처: 051-977-5272 | sck02145@naver.com | https://aither.kr/
팩스: 0504-322-2379
인스타그램: @aither.kr
유튜브: https://www.youtube.com/@AITHERART
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