ArtInProgress Sunny Kim
The artistic collaboration with Sunny Kim accompanies Massimo Dutti's new interior design concept at its Hannam store.
Sunny Kim
With ArtInProgress, Massimo Dutti reinforces a project that extends beyond fashion to create a meeting point between contemporary art, architecture and culture. For this new edition, the brand has invited Korean artist Sunny Kim to develop a site-specific installation conceived for the opening of its new store in Hannam, Seoul, where artistic expression engages in a deeply sensory dialogue with its surroundings. Kim’s practice is rooted in an ongoing exploration of the power of materials to transform our perception of space. At the heart of her work is hanji, the traditional Korean paper crafted from mulberry fibres, a medium of remarkable expressive richness. Its strength, lightness and translucent quality allow light to filter delicately through every surface, creating subtle variations that evolve throughout the day and in response to the presence of each visitor.
김선희
Far more than a simple material, hanji becomes a connection to Korea’s cultural heritage. Incorporating it into an installation within a retail environment acknowledges the value of a centuries-old craft while placing it firmly within a contemporary context. The result strikes a balance between heritage and innovation, where tradition and design coexist seamlessly.
Developed in collaboration with the creative studio AL_SEASON, the project explores concepts such as the passage of time, seasonality and materiality through a contemporary lens. The intervention transforms the store’s architecture into an immersive experience in which light, emptiness and texture become the central protagonists.
Rather than simply placing an artwork within the space, Massimo Dutti proposes a new way of inhabiting it. The installation invites visitors to pause and observe how materials respond to light, how space shapes perception, and how a material with more than a thousand years of history continues to offer new possibilities for artistic expression. The collaboration demonstrates how design can become a vehicle for preserving cultural heritage while projecting it into the present.
“Kim’s practice is rooted in an ongoing exploration of the power of materials to transform our perception of space.”
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Sunny Kim 2026
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Sunny Kim. Exclusive installation for Massimo Dutti
Hannam, 2026
“The new store is conceived as a space where design, art, and culture converge. Sunny Kim’s installation reinforces this vision, seamlessly weaving artistic expression into the architectural experience.”
Hannam, 682
Massimo Dutti’s new store in Hannam, one of Seoul’s most creative districts, introduces an evolution of the brand’s interior design concept, where architecture takes centre stage. Conceived as an open and serene environment, the project reduces visual elements to their essentials, directing attention towards materiality, light and proportion.
Natural stone, wood, metal elements and handcrafted finishes coexist within a space that prioritises visual continuity and a sense of calm. The layout encourages a fluid circulation, while natural light transforms the perception of materials throughout the day, bringing depth and subtle variations to the experience.
More than a retail destination, the store is conceived as a meeting point between design, art and culture. The integration of Sunny Kim’s site-specific installation reinforces this vision, organically weaving artistic expression into the architecture. The result is an environment where every element enters into dialogue with the next, creating an experience that transcends shopping to celebrate time, contemplation and the beauty of exceptional materials.
The opening of Massimo Dutti’s new store in Hannam marks the beginning of a new chapter in the brand’s relationship with art and architecture. Sunny Kim’s installation accompanies the space through the integration of hanji and light, creating a continuous dialogue with its surroundings. The journey reveals how fashion, design and contemporary art can share a common language. Every space encourages visitors to pause and observe, transforming the visit into an exercise in contemplation where materials, light and the collection invite a slower, more mindful experience.
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Sunny Kim. Exclusive installation for Massimo Dutti
Hannam, 2026
“Every space encourages visitors to pause and observe, transforming the visit into an exercise in contemplation where materials, light and the collection invite a slower, more mindful experience.”
