The National Museum of Modern and Contemporary Art (MMCA) in Korea is bringing art beyond the museum walls and into everyday life. Drivers on the Olympic Highway between Yeouido and Noryangjin in Seoul can now experience modern art through digital screens installed along the road. The MMCA aims to replace traffic-related boredom with captivating art for around 240,000 commuters daily. This initiative features video renditions of works by notable Korean artists such as Jang Wook-jin and Seo Se-ok, and is part of a public advertising project funded by the Outdoor Advertisement Center, contributing to various community projects.
