A London-based Korean artist penned an open letter to 218,000 employees at Hyundai Motor Group, inviting them to participate in an exhibition, which will be part of a permanent display at HMG’s human resources development center. The journey of the work began as the employees accepted the artist’s invitation and submitted their photographs. Those collected portraits were assembled on a video wall. At a distance, these photographs appear as tiny dots. Participants only can see their faces enlarge in the center of the screen when they log in a smart phone application. Who Am We? examines the subtle boundaries between individual and a group by demonstrating how the identities of individuals are minimized or neglected in a crowd for a greater value.
By utilizing digital interaction and inviting employees as an active participant, the project opens up a new space of dialogue, and the employees are naturally led to explore their identity and a sense of belonging in their communities.