The Preview Seoul 2025
The Preview Seoul is an annual art fair in Seoul dedicated to emerging galleries and artists. Founded in 2019, it provides a platform for independent exhibition spaces and first-time collectors. The 5th edition took place in 2025 at the former National Theatre in Yongsan, Seoul, with around 38 galleries and over 200 artists participating.
The visual identity designed by Jun Ki Hong (jun.works) emphasises the art fair’s 2025 theme of “change” and “newness”, defined to capture the sense of transition and bold reinvention, highlighting the shift of the event into an unfamiliar space while celebrating the fair’s growing presence. Bold typography and directional motion behaviours evoke the sensation of being propelled forward—signalling both movement and momentum—while the dynamic visual system captures the excitement of entering a new chapter.
The main Latin display typefaces in use are Generation Mono by Nguyen Gobber, Play Extra by Out of the Dark, and Bandit by AllCaps, while Helvetica Now by Monotype was used for body copy. For all Korean text, the display typeface in use is Neutronic Hangeul by Minjoo Ham 함민주, together with UDGothic by JoonFont for body copy.
The event was hosted by ShinhanCard and organised by ARTMEETSLIFE (AML), with photography by Dan Ah Studio and Jimmy Pictures. Artworks shown are courtesy of the participating artists and galleries.
