NJCG Nike Dunk — JUUN MOON

PASSION PROJECT

Lead / Art Direction & Design

BACKGROUND

‘NJCG’ is a shortened form of 'Najeonchilgi', a Korean handicraft where colourful and vibrant pieces of shellfish are inlaid on certain objects. Despite its long history, NJCG is ignored by a younger generation. Its traditional platform limited to antique furniture makes it nothing more than outdated art, lacking freshness.

RECOGNITION

Passion & Fashion Busan International Awards | Grand Prix

D&AD New Blood | Portfolio Winner

Netflix Show | Paik’s Spirit

JTBC Show | Fly To The Dance NYC

Yeobijin 10th Anniversary Exhibition

Busan Bexco Exhibition

YouTube Chanel | Wadi’s Shoe Box

NJCG is a fading traditional Korean handicraft with a millennia of history.

How can we make NJCG appealing to a younger generation?

‘The New Heritage’

We're breaking new ground by collaborating NJCG with sneaker culture for the first time in history.

Netflix | PAIK’s Spirit

Showcased the shoes on a Netflix show, 'PAIK's Spirit'. In each episodes, the show invites Korean celebrities and introduces Korean traditional liquor. NJCG Nike Dunk was styled for Lia Kim paired with other modernized Korean traditional clothes.

JTBC Show | with Lia Kim

Lia Kim is a global choreographer & a co-founder of 1 Million Dance Studio. After shooting ’PAIK’s Spirit’ with Lia Kim, Lia showed love for our NJCG shoes and so was given to her as a gift. Then Lia Kim wears NJCG Nike Dunk on her other show, ‘Fly To The Dance : NYC’. In this show, the most popular Korean dancers perform in the street of New York City.

Yeobijin 10th Anniversary Exhibition

The theme of this exhibition is <Nth year of lacquer work>. As the subject says, 36 artists joined this exhibition with their own unique lacquer careers. Through the unique properties of lacquer and various techniques, the artworks were presented in a variety of ways.