Communication

MUTSRUM the beauty of Najeon Chilgi in Korea

Extra Form

Country	Korea
Year	2024
Award	GOLD WINNER
Affiliation	SUN MOON UNIVERSITY
Designer	CHO YEEUN, SHIN WONNYOUNG, LEE YUNJI
English	'MUTSRUM' is a brand that introduces and delivers Najeon Chilgi(Mother-of-pearl lacquerware). We would like to promote the beauty of lacquerware under the theme of four seasons, a characteristic of Korea. We want to convey the beauty of Najeon Chilgi in a modern way and promote Korean culture's diversity and charm. By applying 'Najeon Chilgi' graphic designs to commonly used stationery, our goal at "MUTSRUM" is to increase the accessibility of Korean traditional 'Najeon Chilgi' and widely promote the elegance and beautiful values of Korea.
Native	'멋스럼'은 나전칠기를 소개하고 전달하는 브랜드로, 한국의 특징인 춘하추동을 모티브로 삼아 나전칠기의 아름다움을 현대적으로 해석하고 전달하여 한국 문화의 다양성과 매력을 알리고자 합니다. 물건 하나를 사더라도 다름을 추구하는 국내외 젊은 세대들을 타깃으로, 나전칠기의 유니크함을 통해 취향을 적극적으로 창조할 수 있도록 합니다. 자신만의 개성을 혼자 즐기는 것에서 그치지 않는 젊은 세대의 특징을 통해 타인과 공유함으로써 나전칠기의 멋을 알리는 영향력을 펼칠 수 있습니다. 일반적으로 많이 사용되는 문구류 등에 '멋스럼'의 그래픽 디자인을 적용하여 한국 전통 '나전칠기'의 접근성을 높이고 한국의 우아함과 아름다운 가치를 널리 알리는 것이 '멋스럼'의 목표입니다.
Positive Comments
Judging Comments	"MUTSRUM the beauty of Najeon Chilgi in Korea" a concept design, was honored as a 'Gold Winner' at the Asia Design Prize 2024 for its innovative approach to promoting traditional Korean Najeon Chilgi (Mother-of-pearl lacquerware). The jury praised the project for its modern reinterpretation of the four seasons theme, effectively making the rich heritage and beauty of Korean lacquerware accessible and appealing through everyday stationery, thus broadening the appreciation for Korea's cultural diversity and charm.

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