Park Il-han, co-founder of Baedal Minjok, takes office as CEO of Artness.
– Complete rebranding from HYPE& to ART.NESS
– “Live Artfully” slogan… Aiming for a culture where everyone can easily enjoy art in their daily lives
– Establishing the identity of an art transaction platform that directly connects artists and consumers.
Art platform hypeN is launching a new service, "ART.NESS." Park Il-han, co-founder of Baedal Minjok and former Head of Organizational Culture Innovation, will take over as CEO and embark on a mission to revolutionize the domestic art market.
Artness officially announced its rebranding on December 12th, clarifying its identity as an "art transaction platform, not a commerce platform." It presents a new art platform model that expands accessibility to art transactions by connecting artists and consumers more directly and transparently.
The new CEO, Park Il-han, is the co-founder who grew the delivery platform 'Baedal Minjok' into a unicorn company. He also served as the head of the organizational culture innovation department (vice president) at Woowa Brothers, where he created Baemin's unique creative organizational culture.
The new brand name 'ART.NESS' is a combination of 'ART' and 'NESS' (essence, state), and signifies a lifestyle of living artistically rather than simply consuming art.
The new slogan, "Live Artfully," embodies the dual meanings of "living artistically" and "buying art." Beyond simple purchases, the philosophy proposes a lifestyle where art is incorporated into everyday life through art, leading to an artistic lifestyle.
Artness operates primarily as a primary marketplace where artists directly register and sell their work, complemented by a secondary marketplace (auction) that facilitates transactions between collectors. This structure connects artists and consumers directly, eliminating the need for galleries or intermediaries, resulting in higher profits for artists and reasonable prices for consumers.
Since its launch in 2024, Artness has experienced rapid growth, currently boasting 28,000 users, 20,000 registered works, and 8,000 works for sale. Furthermore, renowned international galleries with branches in Korea, including Gana Art, Perrotin, and Lehmann Maupin, have joined Artness, bringing the total number of participating galleries to over 150.
We have provided offline exhibition opportunities to new artists through collaborative exhibitions with various brands such as Hyundai, Starbucks, and BMW, and have also worked to discover local artists through projects such as art product production support with the Hwaseong City Cultural Foundation.
In particular, the first online planned auction held in October 2024 showcased 12 works by modern art masters such as Lee Ufan, Yun Hyung-keun, and Lee Bae, and held an auction worth 800 million won. In April 2025, the platform expanded its capabilities by fully opening a C2C (personal transaction) direct transaction service.
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