The world of industrial designer and artist Jaime Hayon converges nowhere. Despite collaborating with leading brands on numerous spatial designs, everything he creates begins from scratch and culminates in a fantastical experience. He constructs places that have never existed before and depicts experiences never encountered. Thus, he unfolds an unknown world that humans can sense for the first time upon birth, taking us to a place of discovery where we, including ourselves, can come together. The stage for this world he has chosen is "The Forum" at The Hyundai Daegu, a vast cultural plaza spanning approximately 4,297 square meters (1,300 pyeong). Daegu is a treasure trove of modern culture, where artists of the early 20th century gathered in music rooms and cafes to illuminate a dark era through art. In 2023, what kind of artistic communion will come alive at The Forum? Now that artistic narratives are surrealistically connected, a new world has begun.

Our collaboration on space design with The Hyundai has been ongoing since 2020. From 'MOCA Garden' at Hyundai Department Store & Hyundai Premium Outlet SPACE 1 ( 2020), to 'YPHAUS' at The Hyundai Seoul and Hyundai Department Store Pangyo (2021), and finally to 'THE FORUM' at The Hyundai Daegu, which recently completed its renovation. I am curious to know what the initial vision was during the preparation phase for The Forum space.

The space of The Forum is largely structured around five pavilions . These pavilions are temporary structures built for special purposes at fairs or exhibitions, but here signify spaces where people meet . From the 'Colosseum,' the central hub running through The Forum where diverse art and performances will take place, to 'Walking Cup,' a café spanning approximately 1,983 square meters (600 pyeong); the 'Green House,' the soul of The Forum and a greenhouse surrounded by translucent glass; 'The Forum Shop,' an archive space where visitors can enjoy the history and records of The Forum's creation; and finally, 'Gates Garden,' an outdoor garden featuring sculptures of characters from my worldview. When I first started sketching this space, I felt truly free. I strived to create a picturesque space. In doing so, I thought, 'What if I stepped into the painting?' It is about viewing the space as a single painting. The sky, objects, architecture, people, and the elements that make up the world are surrealistically realized through color, graphics, form, composition, contrast, and texture. It is like stepping into a landscape painting created from fantasy. It is not entering a space in the conventional sense, but entering a world created from a painting. That makes this work special.

One of the key elements when discussing the design Jaime Hayon pursues is storytelling. You have created designs that express your own voice by incorporating unique stories and themes into everything from paintings and sculptures to furniture and spaces. What main narratives do you drive the narratives within the spaces of The Forum?

The Forum was akin to creating a "Forum " —an ancient Roman public assembly square —within the space of The Hyundai Daegu. It is much like how, in ancient Rome, there were forums in the city centers where people gathered to exchange opinions, and Colosseums where they enjoyed and shared spectacles. Shops and cafes are integrated into the microarchitecture, resembling small houses. In this way, those experiencing the space within the cultural plaza naturally and organically move and connect from the Colosseum to the Walking Cup, and from the Walking Cup to the Green House.

What specific points did you pay special attention to when realizing the space design of a large forum where people gather, enjoy culture and art, and share stories?

It is precisely 'transparency' and 'layers.' I believe that when viewing a space, one must be able to see its distinct layers. To achieve this, multiple temporalities must be imbued within different locations. Transparency makes this possible. Here, transparency signifies 'seeing through the space.' Although the five locations, each possessing its own function and purpose, are separated, they are not completely isolated but are all connected. This is realized through elements such as windows with openings and mirrors placed throughout. Depending on where you sit, a completely different scene unfolds; even when sitting in a single spot and looking around, we discover furniture of various textures, shapes, and colors in each location. It is this transparency that serves as the foundation for creating countless layers.

The five locations look like a collage of drawings you have been conceptualizing. Please explain a little more about how those drawings were realized.

When I paint, I believe there is a relationship between a single color and the colors that extend and connect to it. Green returns to another green, and blue returns to another blue. A harmony is formed between the colors. In this way, when viewed from a macroscopic perspective, beautiful harmony is created in the process of moving from one place to another. Let me give you an example. The floor of The Forum holds special significance. I designed it inspired by ancient Roman forums, stemming from the idea that the ancient Romans beautified their floors with paintings. When the various graphic elements engraved on The Forum's floor are realized three-dimensionally on the ceiling and walls, or created as three-dimensional material through sculpture, a unique and surreal beauty is created.

Nevertheless, the process of dividing a space of approximately 4,297 square meters (14,204 pyeong) into five locations while organically connecting them must not have been easy.

When designing the space of The Forum, the biggest concern was its "large scale." For this reason, I wanted to make it even more suitable as a space for people to use. What I came up with was the structure of a "pavilion." The pavilion is connected by arched entrances and exits. The arch served as a device that allowed movement from one place to another while possessing transparency. Passing through the arch leads to the Colosseum, the center of The Forum; from there, you can see the Walking Cup, the Green House, and the Gates Garden. Essentially, you can decide where you want to go. We placed great importance on the ability to see from near to far, to visually convey the space, and furthermore, to allow individuals to freely choose where they wish to go without any obstruction.

For 30 years, you have collaborated with leading brands while respecting their philosophies. In this project, what aspects of The Hyundai do you think harmonized well with your design?

I have always collaborated with The Hyundai on unique and interesting projects. This particular project perfectly aligned with my artistic worldview, which seeks to go further and to different places. What they wanted from me was something unique—traveling to a new planet. What the brand was pursuing was also what I was pursuing. This project took a long time to complete. It was born from the combined efforts and collaboration of experts from various fields, our team in Europe, and The Hyundai team, following numerous brainstorming sessions. In fact, the point we discussed most frequently with the brand representatives was ensuring that it would not feel like just another ordinary space. I wanted people to feel, the moment they step into The Forum, “Wow!”, “What is this?”, and “It is a new and special space.” I hoped that people could view the world through a third eye. Discovering a world that did not exist before and sharing energy and emotions. There is something special about sharing the courage and challenge to go somewhere else. It is about not stopping at simply accepting the reality before your eyes, but engaging in discussions with others, exchanging emotions, and moving forward somewhere.

In a previous interview, you stated, “Design should not be a simple function, but should evoke emotions.” What kind of emotions do you hope visitors to The Forum at The Hyundai Daegu will feel from this space?

I have always argued that emotion, not just function, must be part of design. We create spaces to function well and fulfill their roles, but how and with what means can we create something beyond that? Beyond mere functionality, a space must convey a message. It should foster interaction between the space and the people experiencing it, allowing individuals to feel the emotions they desire. You should be able to see what the space offers you, the diversity it possesses, and the emotions you feel from it. You can discover many things depending on the angle or perspective from which you view it. Personally, I hope that those using The Forum’s space feel a sense of 'specialness' and 'comfort' first and foremost. That is also why I view The Forum as a special place. Next, I hope people feel a sense of 'inclusion.' While they may spend time here for personal reasons, I hope that after spending time with friends or family, they will look back on that time in the future. I believe The Forum is even more beautiful because it is a space for everyone.

Watch the 'Jaime Hayon - THE HYUNDAI ART' interview video

Maker's Pick

'The Forum' space, filled with artistic inspiration, created by Jaime Hayon and The Hyundai Daegu 5

Greenhouse

Described by Jaime Hayon as the “soul of The Forum,” this cozy greenhouse-style space evokes a sense of mystery and exoticism. Loosely separated from the exterior, it facilitates a communion between visitors and nature, serving as a place to contemplate or rest, guided by the light filtering through the translucent glass.

Walking Cup

A café space featuring an intriguing spaceship exterior, 'Cups

Jaime Hayon’s idea, which originated from the ingenious imagination of ‘?’, shines brightly. It is a massive café spanning approximately 1,983 square meters (600 pyeong) and offers signature coffee, desserts, and seasonal menus inspired by Daegu’s modern cultural heritage. Jaime Hayon personally designed everything, from the logo and symbol graphics to the uniforms, plates, napkins, and even the vibrating bells.

Colosseum

It is a symbolic space that runs through The Forum. It was created with the ancient Roman Colosseum, where various events were held, as its motif. Designed in an open, circular form, it allows for views of other spaces. A diverse range of art and performances, including live music, performances, and lectures, are scheduled to take place, where visitors can interact closely with artists and exchange inspiration.

Gates Garden

This is an outdoor garden featuring sculptures of characters from Jaime Hayon's world. Six sculptures and 34 species of plants fill the Gates Garden. You can experience the changing seasons as they settle in the garden. Experience more than just a stroll as you move between the sculptures, which maintain the sense of volume that is a key characteristic of the artist's work and take the form of gates.

The Forum Shop

This is an archive space that records the birth of The Forum and allows visitors to explore objects that inspired the design process. You can find not only archives such as sketches, drawings, and videos of The Forum's design process, but also various related artworks and Jaime Hayon's signature merchandise. From interior decor items to stationery, you will encounter Jaime Hayon's delightful imagination through a diverse range of goods.