▲ This image is provided by Amorepacific. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, Aug. 20 (Yonhap) -- Global luxury beauty brand Sulwhasoo will hold an exhibition for "Sulwha Project Season 3" from Aug. 18 to Sept. 6 at "Sulwhasoo Bukchon" in Seoul's Bukchon neighborhood.

Sulwhasoo organized the project to realize its brand philosophy of carrying on traditional culture in a contemporary way and reinterpreting it through a modern lens. For the exhibition, the brand ran a three-month cultural project involving 16 university students beginning in June. The final works reinterpret talchum, or traditional Korean mask dance, from contemporary perspectives and express it in forms of the participants' choosing.

Sulwhasoo provided each team with 5 million won in production costs, along with separate activity expenses. Participants also had opportunities for mentoring from experts including graphic design duo Shinshin and photographer Kim Yong-ho. They also documented and promoted the process of researching and creating works inspired by talchum, contributing to efforts to spread the value of traditional culture.

▲ This image is provided by Amorepacific. (PHOTO NOT FOR SALE)(Yonhap)

In Season 3, the grand prize went to the "Gilnori Team" (Lim Su-bin, Han Seung-hee, Lee Yu-jin and Lee Da-hye) for their work "Majunol." The team incorporated the communal nature of talchum and its playful character into a seesaw to create a highly accomplished work. It was particularly praised for using media art to allow visitors to participate directly in the play.

All works by the participating teams in Sulwha Project Season 3 can be viewed free of charge at Sulwhasoo Bukchon. After the exhibition ends, Sulwhasoo plans to publish the project's entire creative process and resulting works in digital book form on its official website. The brand said it will use the platform to strengthen its role in documenting and sharing contemporary interpretations of traditional culture.

Sulwhasoo also plans to recruit university students to participate in Sulwha Project Season 4 in September.

jwc@yna.co.kr

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