Choi Jeong Hwa is an artist and designer whose work moves between the disciplines of visual art, graphic design, industrial design and architecture. Inspired by the harmony and chaos of the urban environment, Choi undermines the hierarchy of the museum by installing his pieces on the outside of buildings. His playful practice comments on the privileged environment of art institutions and questions the prized status of artworks amidst a consumer-frenzied world.

He has been known as an artist who designs ‘all visible things’ and makes an artwork with ‘all invisible things,’ working also as curator, art director, producer, graphic designer, amateur artist, interior designer, craftsman, public artist, installation artist, collector, and so on. These activities covering almost all areas of art and culture gave him the nickname “multiple Choi Jeong-hwa.” He attended almost all international biennales and many home and abroad exhibitions and worked in almost every aspect in life, constantly crossing the boundary between art and non-art. It seems obvious that this “representative icon of 1990s Korean contemporary art” is still one of the most influential artists in the Korean contemporary art scene even in the 2000s and thereafter.

He declines to categorize his work, leaving the audience to define his pieces on a personal level. As his motto states: “Your heart is My art.”