d'strict PR |
The newest addition to the Seoul-based design company’s acclaimed digital-art series, concurrently on view at reSOUND New York and Outernet London, celebrates humor and open-ended interpretation in contemporary art on Times Square’s most iconic billboards
FLOW, Thereafter at One Times Square (Credit: d’strict)
d’strict, the Seoul-based digital design and art company behind reSOUND New York and Arte Museum New York, is expanding the exhibition experience into the city’s most public arena with FLOW, Thereafter, a large-scale media-art installation at One Times Square. On view from October 27 through November 2, 2025, this one-week-only showcase acts as a dynamic public gateway to the signature piece of reSOUND New York, currently on view at HERO, Rockefeller Center.
Presented concurrently with the cinematic version of FLOW inside reSOUND New York and a site-specific edition of FLOW, Thereafter at Outernet London, the Times Square presentation brings a central theme of the FLOW series—the freedom of artistic interpretation—out of the gallery and into the New York skyline. By linking immersive installations in Rockefeller Center with one of the world’s most visible landmarks, d’strict broadens its presence across physical and cultural boundaries, reinforcing the company’s mission to integrate artistic experience into everyday urban life.
Since its debut in early 2024 at Outernet London, the UK’s most visited cultural attraction, the FLOW series has appeared on many of the world’s leading cultural stages. The first edition was followed by its presentation as part of reSOUND’s Seoul debut at Culture Station Seoul 284, which drew over 110,000 visitors from 75 countries during its nine-week run. The work was later featured at the Seoul Media Art Festival (SMAF) 2024, where it captivated audiences with its expanded spatial installation, and subsequently adapted for CJ CGV’s SCREENX theater, where panoramic projection and Dolby Atmos sound transformed it into a multi-sensory cinematic experience. The new installation shown via One Times Square continues this trajectory, transforming one of New York’s most recognizable landmarks into a vertical stage for public art.
Building on FLOW, which symbolically traces the evolution of artistic pursuit from the Renaissance through Impressionism, FLOW, Thereafter turns its gaze toward the contemporary moment. The work introduces the concept of a “Misinterpretation Performance,” an artistic framework that rejects fixed meaning and embraces the viewer’s subjective experience as the true medium of creation. By transforming whimsical, intuitive, and even absurd interpretations into performance, the piece positions misunderstanding as a form of understanding and celebrates the humor and freedom inherent in perception—a fitting reflection for a work situated in the heart of Times Square, where identity and spectacle continuously collide.
“Many people hold the preconception that contemporary art is difficult and intimidating,” said Sanghwa Park, Vice President at d’strict and Executive Creative Director of the project. “FLOW, Thereafter challenges that notion and invites each viewer to interpret freely, to take even the most improbable thoughts seriously, and to transform them into performance.”
Visitors enjoying the screening of FLOW at reSOUND New York (Credit: d’strict)
Visually, FLOW, Thereafter departs from the classical imagery of its predecessor. Viewers of the cinematic version of FLOW at reSOUND New York may recall its final sequence, where characters appeared to “wear” the artwork as a symbolic act of embodiment. In this new work, that gesture evolves into a choreography of interpretation, where each performer inhabits a personal reading of modern art through movement, texture, and rhythm. Set against the narrow vertical screen of One Times Square, the performers transform architectural constraint into expressive potential, creating a poetic reflection on individuality, humor, and coexistence. This visual dialogue serves as a thematic bridge between the indoor exhibition and the public showcase.
“We hope to evoke empathy and curiosity, and to affirm the value of each personal interpretation,” Park added. “Ultimately, the project seeks to bring art closer to everyday life, allowing people to engage with it as naturally as they would come to know another person.”
FLOW, Thereafter will be on air at One Times Square once every 10 minutes from October 27 to November 2, 2025. FLOW, Thereafter represents the public evolution of FLOW, currently on view at reSOUND New York that started earlier this month. reSOUND New York is a synesthetic exhibition featuring large-scale immersive installations by artists from Korea, the United States, and Europe, which is on view at HERO, Rockefeller Center.
d'strict PR |
The newest addition to the Seoul-based design company’s acclaimed digital-art series, concurrently on view at reSOUND New York and Outernet London, celebrates humor and open-ended interpretation in contemporary art on Times Square’s most iconic billboards
FLOW, Thereafter at One Times Square (Credit: d’strict)
d’strict, the Seoul-based digital design and art company behind reSOUND New York and Arte Museum New York, is expanding the exhibition experience into the city’s most public arena with FLOW, Thereafter, a large-scale media-art installation at One Times Square. On view from October 27 through November 2, 2025, this one-week-only showcase acts as a dynamic public gateway to the signature piece of reSOUND New York, currently on view at HERO, Rockefeller Center.
Presented concurrently with the cinematic version of FLOW inside reSOUND New York and a site-specific edition of FLOW, Thereafter at Outernet London, the Times Square presentation brings a central theme of the FLOW series—the freedom of artistic interpretation—out of the gallery and into the New York skyline. By linking immersive installations in Rockefeller Center with one of the world’s most visible landmarks, d’strict broadens its presence across physical and cultural boundaries, reinforcing the company’s mission to integrate artistic experience into everyday urban life.
Since its debut in early 2024 at Outernet London, the UK’s most visited cultural attraction, the FLOW series has appeared on many of the world’s leading cultural stages. The first edition was followed by its presentation as part of reSOUND’s Seoul debut at Culture Station Seoul 284, which drew over 110,000 visitors from 75 countries during its nine-week run. The work was later featured at the Seoul Media Art Festival (SMAF) 2024, where it captivated audiences with its expanded spatial installation, and subsequently adapted for CJ CGV’s SCREENX theater, where panoramic projection and Dolby Atmos sound transformed it into a multi-sensory cinematic experience. The new installation shown via One Times Square continues this trajectory, transforming one of New York’s most recognizable landmarks into a vertical stage for public art.
Building on FLOW, which symbolically traces the evolution of artistic pursuit from the Renaissance through Impressionism, FLOW, Thereafter turns its gaze toward the contemporary moment. The work introduces the concept of a “Misinterpretation Performance,” an artistic framework that rejects fixed meaning and embraces the viewer’s subjective experience as the true medium of creation. By transforming whimsical, intuitive, and even absurd interpretations into performance, the piece positions misunderstanding as a form of understanding and celebrates the humor and freedom inherent in perception—a fitting reflection for a work situated in the heart of Times Square, where identity and spectacle continuously collide.
“Many people hold the preconception that contemporary art is difficult and intimidating,” said Sanghwa Park, Vice President at d’strict and Executive Creative Director of the project. “FLOW, Thereafter challenges that notion and invites each viewer to interpret freely, to take even the most improbable thoughts seriously, and to transform them into performance.”
Visitors enjoying the screening of FLOW at reSOUND New York (Credit: d’strict)
Visually, FLOW, Thereafter departs from the classical imagery of its predecessor. Viewers of the cinematic version of FLOW at reSOUND New York may recall its final sequence, where characters appeared to “wear” the artwork as a symbolic act of embodiment. In this new work, that gesture evolves into a choreography of interpretation, where each performer inhabits a personal reading of modern art through movement, texture, and rhythm. Set against the narrow vertical screen of One Times Square, the performers transform architectural constraint into expressive potential, creating a poetic reflection on individuality, humor, and coexistence. This visual dialogue serves as a thematic bridge between the indoor exhibition and the public showcase.
“We hope to evoke empathy and curiosity, and to affirm the value of each personal interpretation,” Park added. “Ultimately, the project seeks to bring art closer to everyday life, allowing people to engage with it as naturally as they would come to know another person.”
FLOW, Thereafter will be on air at One Times Square once every 10 minutes from October 27 to November 2, 2025. FLOW, Thereafter represents the public evolution of FLOW, currently on view at reSOUND New York that started earlier this month. reSOUND New York is a synesthetic exhibition featuring large-scale immersive installations by artists from Korea, the United States, and Europe, which is on view at HERO, Rockefeller Center.