▲ "The Whoo Hwanyu Art Heritage Edition," featuring a premium lacquer artwork piece produced through a traditional culture collaboration program. Photo provided by LG Household & Health Care. (PHOTO NOT FOR SALE) (Yonhap)

 

SEOUL, March 9 (Yonhap) -- LG Household & Health Care has unveiled the "The Whoo Hwanyu Art Heritage Edition," featuring a premium lacquer artwork piece produced through a traditional culture collaboration program.

 

The special edition was created under the "Today’s Traditional Collaboration" project hosted by Ministry of Culture, Sports and Tourism and organized by the Korea Craft and Design Foundation.

 

The program brings together private companies and traditional culture creators to reinterpret the value of Korean heritage in a modern way and develop new products and content reflecting traditional culture.

 

LG H&H collaborated with lacquer artist Kim Ok, who participated in the Frieze New York last year, to create a lacquer tray limited to just 30 pieces worldwide.

 

For the project, Kim used the “Merge” technique, layering lacquer repeatedly, inspired by the signature "Hwanyu" line of luxury cosmetic brand The Whoo.

 

The tray — measuring 295.66 millimeters wide, 94.13 millimeters long and 7 millimeters high — is a metallic cylindrical piece delicately coated with bronze-toned lacquer. Through the process, the artist sought to visually express the vitality and natural energy associated with wild ginseng, the key ingredient of the Hwanyu line.

 

The limited-edition set includes the handmade lacquer tray along with the full Hwanyu product lineup.

 

In particular, "Hwanyugo" is a flagship luxury skin longevity cream containing the anti-aging ingredient “Wild Ginseng Ginsenoside,” designed to address five major signs of aging, including deep wrinkles, fine lines, lifting, elasticity and skin texture.

 

The product also drew attention after being selected last year as an official gift for global leaders attending the APEC Economic Leaders' Meeting in Gyeongju.

 

“Through the collaboration between the brand and traditional culture, we were able to present a premium design product where the brand’s unique aesthetics and the artist’s creativity are fully expressed,” an official from The Whoo at LG H&H said. “We will continue to explore ways to modernly utilize royal court art and traditional culture to deliver differentiated value to customers.”

 

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