D’Strict, South Korean Art Tech Group, Brings Immersive Exhibition to Hong Kong


Beach (Image: courtesy of K11 and D'Strict)

See aurora lights or walk amongst jungle animals in this multisensory surrealism exhibition by D’Strict, known for its Instagrammable 3D virtual art installations

D’Strict, a South Korean digital marketing company-turned-art and design group, is bringing its world-renowned immersive art experience, Art M, to K11 HACC in Quarry Bay, Hong Kong. This is the first Arte Museum exhibition outside of South Korea.


Arte M is an immersive extravaganza that features four spaces designed with audio, olfactory and visual experiences inspired by natural wonders: blooming flower fields; a tropical rainforest in a kaleidoscope of colou640rs; an infinite seashore with northern lights in the sky; and endlessly crashing waves trapped in a glass case.

Running from October 7 until late 2023, this extremely Instagrammable exhibition will serve as a prequel to Hong Kong’s first permanent Arte Museum, set to open next year at 11 Skies, Hong Kong’s largest retail, dining and entertainment hub located right by the Hong Kong International Airport in Chek Lap Kok.

Tatler talks to D’Strict about this new show and what we can expect of the highly anticipated museum.

Jungle: Glow (Photo: courtesy of K11 and D'Strict)

What inspired D’Strict?

Our name is a combination of the words “design” and “strictly”, which hints at our core philosophy of putting the quality of content first. What we do is push the boundary of our designs to the next level of creativity.

In the beginning, we focused on creating web and mobile sites for clients. Since then, our company has evolved in the types of services we offer.

With the expansion of smartphones and digital media, various digital marketing services have been introduced to launch shows, events and exhibitions. In 2012, we introduced business-to-customer services using digital media technologies, and eight years later, we expanded our services to also include business-to-business services, starting with public media art installation Wave, and immersive exhibition hall Arte Museum.

Beach (Image: courtesy of K11 and D'Strict)

What inspired Arte M?

We’ve been creating works that entertain all, regardless of whether they are art experts. Arte M and Arte Museum emphasise intuition. Unlike contemporary art that may carry philosophical and aesthetic concepts, our work does not require lengthy explanations or deep understanding of the context. 

We often think of the digital world and nature as opposites, but they share something in common: eternity.

Camellia (Image: courtesy of K11 and D'Strict)

What is the key to creating immersive exhibition experiences?

All zones have incorporated projection mapping, multi-image control, video, spatial structure, reflective surfaces, fragrance and sound—the recipe to creating an immersive exhibition experience.

In Wave, for example, we primarily applied the anamorphic illusion technique, which uses optical illusions to create a three-dimensional effect on a plain surface. We also simplified the surroundings so that visitors can focus on the waves.

Jungle: Tropic (Image: courtesy of K11 and D'Strict)

What is the goal of your immersive art, and how does it compare to visiting nature in real life?

We regard the harmonious expression of familiarity and bizarreness as our signature. Our vision is to lead the digital experience and create new value through art. For instance, Camellia in the Flower zone has borrowed elements from nature, but it is not the same as going to a real flower field. We incorporated the time-lapse technique to convey the mystery of life and the elegance of flowers, [but] our digital “nature” transcends time and space.

Flower: Rapeseed (Image: courtesy of K11 and D'Strict)

Are fine art and Instagrammable art mutually exclusive?

We believe art people can relate is as equally high in value [as fine art].

In August 2020, A’Strict, another of our artist unit, opened an exhibition with a work of art titled Starry Beach, which incorporated projection mapping, mirror reflections, and the sound of waves harmonised with visual effects. When this work was being exhibited at Kukje Gallery, which has a reputation in South Korea’s fine art scene, there was a backlash: “this is just for Instagram; what kind of art is it?” But during its 46-day exhibition, a whopping 17,000 visitors visited the venue, setting a record for the gallery.

Art changes its form according to the times and technological development. Media art can be art, and art can be Instagrammable. Digital [and immersion] play an important role in making art more accessible; ultimately enriching and inspiring the next generation of art experiences.

Wave (Image: courtesy of K11 and D'Strict)

What other elements or features can we expect of Arte Museum when it opens?

Arte Museum Hong Kong will showcase works that reflect the nature and culture of Hong Kong, in addition to the works previously shown in [South] Korea. It will be the first step of Arte Museum’s global expansion.


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