INSIGHT

CURATION CULTURE : The Culture of Wimbledon

MAY 2026

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CURATION NEIGHBOURHOODS : Parks for starting the day

MAY 2026

CURATION AP Guide : Wimbledon

MAY 2026

CURATION Wimbledon: Where Tradition Meets Modern Elegance

Wimbledon is not just a tennis tournament. It is a system of standards. Every detail—dress code, audience behavior, even food—follows a clear and consistent rule. This is what creates its value. Tradition here is not about the past. It is a way to maintain a certain level of elegance in the present.WRITER YveWimbledon 2025: Two players in white on the grass court. (Photo: Reuters)1. Elegance Defined by Rules: The All-White Dress CodeThe Championships, Wimbledon is known for its strict all-white dress code. Players are required to wear almost entirely white clothing. This may seem simple, but it creates a strong visual identity. By limiting color, Wimbledon removes distractions. It shifts the focus away from individual branding and brings attention back to the game itself. While other tournaments embrace bold colors and sponsorship visibility, Wimbledon chooses restraint. That restraint is what makes it stand out. This is not just tradition. It is a clear decision about how the brand wants to be seen. 2. The Culture of Watching: A Quiet Form of PrestigeThe audience at Wimbledon behaves differently from most sports events. There is no unnecessary noise. Applause follows the rhythm of the game. Attention is maintained. The Royal Box, in particular, is not just a VIP section. It represents a certain attitude. People there are not only watching the match. They are part of the experience. This culture did not happen by accident. It was built over time through shared expectations. Wimbledon does not treat its audience as consumers. It treats them as participants. The quality of the space is defined by the behavior within it. 3. Experience Through Detail: Strawberries and CreamStrawberries and Cream is one of Wimbledon’s most recognizable traditions. It is a simple dish, but it plays an important role. It creates a shared experience. People come to Wimbledon and expect the same taste, the same moment, every year. What matters here is not innovation, but consistency. Wimbledon does not constantly add new elements. Instead, it refines and preserves what already works. Over time, these small details become part of its identity. Wimbledon is not defined by tradition alone. It is defined by standards. It is not focused on adding more, but on keeping what matters. Strong brands are built this way. They remove what is unnecessary and repeat what is essential. At Wimbledon, tradition is not something to protect. It is a strategy to maintain clarity, consistency, and long-term value.

MAY 2026

CURATION From Sculpture to Experience : Leeum Museum of Art Gabriel Orozco Garden

The Leeum Museum of Art presents Gabriel Orozco Garden, a site-specific installation designed by Gabriel Orozco on its outdoor deck. This project marks the museum’s first commissioned garden since its opening. It moves beyond a traditional sculpture display into a space where architecture, nature, and visitor experience work together as one environment.WRITER YveLeeum Museum: Art Gabriel Orozco GardenFor over two decades, the outdoor deck at the Leeum Museum has functioned as a sculpture garden, centered around large-scale works. Defined by strong forms and monumental scale, these works drew the gaze upward, creating a powerful visual impact. While impactful, this approach often led to experiences that were quickly understood and just as quickly forgotten. It did not create spaces people would return to or spend time in.Gabriel Orozco Garden shifts this approach. Rather than pulling the gaze upward, it brings it down to the ground and across a horizontal plane. The space is no longer defined by what is placed within it, but by how people move through it. Sculpture is not presented as a single object. Instead, landscape, architecture, and the surrounding environment come together to form a unified system. Visitors are not just observers, but participants who create their own experience as they move through the space.At the center of this garden is the way experience unfolds. Curved pathways guide movement, while natural pauses form along the way. These moments connect into a continuous flow, allowing time to accumulate rather than pass quickly. The longer one stays, the deeper the experience becomes, gradually turning the space into a personal memory rather than a passing impression.This structure resonates with the lifestyle of global nomads. In a life shaped by constant movement, meaningful spaces are defined not by appearance, but by the depth of experience they offer in a short time.This garden allows visitors to enter without intention, stay without effort, and naturally slow down within the rhythm of the city.The space is open to everyone, with no set way to experience it. Walking and staying become the experience itself. In a fast-moving city like Seoul, the space holds stillness while staying connected to its surroundings. Blending nature and urban context, it becomes another way to understand the city.Gabriel Orozco Garden is a space designed not to be seen, but to be experienced. In the middle of a busy schedule, it offers a moment to slow down, walk, and stay. If you are visiting Seoul and looking for a place that leaves a lasting impression, experiencing this garden after exploring the museum is worth considering.

APRIL 2026

CURATION Plan Your Business Journey Through K-Service

WRITER YveMost travel plans focus only on what happens after arrival. However, the journey actually begins much earlier. The experience at the airport and on the flight shapes the first impression of a country. To understand Korea, it is not only about content, but also about experience. At the center of this is K-Service, a system that works quietly but powerfully. AP begins guiding the journey from this very first moment. (Images: Korean Air)When planning a business trip, most people focus on what happens after arrival. They carefully decide where to stay, which meetings to attend, and which places to visit. However, the travel process itself is often seen as just a connection between destinations. In reality, this is the moment when the first impression of a country is formed, and it sets the direction for the entire journey.A country’s image is not created after arrival. It is already shaped before you get there. Airports and airplanes are not just transportation tools. They are the first scene where a country shows how it welcomes its visitors. When people think of Korea, they often think of K-pop, K-beauty, and K-food. These are important and have helped introduce Korea to the world. However, to understand Korea more deeply, it is important to look at something less visible.That is service.K-Service is not something you see. It is something you experience. You notice it without being told, and you remember it without trying. This is why it stays longer. In this way, service becomes a quiet but powerful force that shapes how a country is perceived. (Images: Korean Air, Boeing 787-10, Prestige Class)Korean Air is where this experience begins. From the way announcements are made to the attitude of the crew and the flow of service, everything works as part of a system. This system is organized, thoughtful, and often goes one step beyond expectations. It is not created by chance, but through clear standards and consistent training.The key is consistency. Service is not defined by one great moment. Trust is built when the same standard is delivered again and again. Korean Air operates under clear and consistent guidelines, from greeting passengers to small gestures. This consistency gives visitors a sense of comfort and builds a clear impression of the country.In the end, K-Service is not something you see. It is something you feel. This early experience shapes everything that follows and becomes the standard by which the country is remembered.

APRIL 2026

CURATION Restaurants to Book When Visiting Korea — AP Recommended List

WIRTER YveThis month, we introduce some of Korea’s finest restaurants, traditional Korean liquor, and a bar that creates a unique dining night through its original blends. Discover places that stay true to the essence of Korean taste while elevating it into a high-end experience. If you visit Seoul, this list is a starting point you should not miss.This selection is based on Korean tradition and how it is reinterpreted into modern dining. It is not just about eating. It is one way to understand the city of Seoul.1. Bium(Image: Bium)Bium is a place that presents Korean cuisine at its most essential level while elevating it into a refined, high-end experience. As its name suggests, “Bium” is built on the philosophy of emptying in order to fill. It reflects the natural cycle and a deeper understanding of balance and nature.The restaurant focuses on harmony with nature, using fermented and aged ingredients that take from six months up to five years to complete. These processes are at the core of creating the depth of Korean flavor.Dining at Bium is not loud or intense. It is calm, subtle, and deeply layered. The experience is not overwhelming, but it stays with you. It presents the essence of traditional Korean cuisine in a highly refined way, offering a clear standard of how Korean food can be experienced at the highest level.Located in Cheongdam, Bium.2. Samwon Garden (Image: Samwon Garden)Korean BBQ, especially bulgogi, is one of the most essential dishes in Korean cuisine. It is loved by everyone—locals, international visitors, from children to the elderly.Samwon Garden, located in Apgujeong, has held its place for many years and is often seen as a landmark of the area. By maintaining consistent quality over time, it has become a representative restaurant for Korean BBQ and bulgogi.Dining here is more than just a meal. It is an experience of the fundamentals and traditions of Korean BBQ.Located in Sinsa, Samwon Garden.3. Zest(Image: Zest)If you are looking for a proper cocktail bar in Seoul, Zest Bar in Cheongdam is worth visiting. Open every day until 2 AM, it has already attracted many cocktail enthusiasts.At Zest, cocktails go beyond drinks—they are crafted like dishes. A single glass is complete on its own, often without the need for any side food. From the first aroma to the texture on the tongue, the moment it goes down, and the long finish after—it offers multiple layers in one sip.Each cocktail is carefully designed as a full experience. It is a place where you can understand how a drink can be structured like a meal.Located in Cheongdam, Zest.4. Wolhadam Takju(Image: Songjeong Jujo)Wolhadam Takju is a premium traditional Korean rice wine that blends heritage with a modern sensibility. It is something worth experiencing when visiting Korea.It takes around 1,000 hours to complete a single bottle. The process follows the natural flow of fermentation without rushing, allowing the drink to mature quietly. This is where its elegance begins. It has a creamy and silky texture.Made with 100% Korean rice, it carries a soft melon-like aroma. As you taste it, gentle notes of pear and green grape spread smoothly across the palate. It captures the elegance of Korean traditional liquor in one bottle.Available at Galleria Department Store WEST, within Gourmet 494 in Apgujeong.

APRIL 2026

CURATION There is another way to describe who I am: Otrovert

WRITER YveAn Otrovert is neither extroverted nor introverted. It is someone who sets direction by their own standards. They do not compare themselves with others or depend on recognition. They build their life around an inner compass. This is a story about people who live by direction, not belonging. (Image: Author supplied)For a long time, we have divided people into two types: extroverts who face outward and introverts who turn inward. Most people have understood themselves through this framework, and it has become so familiar that few ever question it. But there are clearly people who do not fit into either side.Psychotherapist Rami Kaminski introduces a new concept at this point: “Otrovert.” He argues that some people are oriented neither inward nor outward. They move in a different direction. The word itself explains the idea. “Otro” means “other” in Spanish, and “-vert” refers to "direction". An Otrovert, then, is someone who moves toward a different direction. It is not simply a different personality. It is a different way of setting standards.Otroverts do not compare themselves with others. They do not rely on recognition. What matters to them is one thing: their own direction. They focus less on what they do well and more on what they can sustain. They reduce choices instead of expanding them. They choose calm over excitement. They understand both their strengths and their limits, and they build their life from that understanding. They also value self-control and try not to lose it, even in ordinary situations. That is how they protect their autonomy.An Otrovert is also a kind of innovator. Because they look in a different direction, they notice what others miss. Most people approach problems with the same assumptions and try to solve them in familiar ways. An Otrovert changes the question itself. Why is this method treated as normal? Why does this structure remain? Why are other possibilities ignored? These questions open the way to new perspectives and new solutions.There is no single right way to live. Even so, people still search for the right answer. This is where the Otrovert shifts the question. Not “Is this the right choice?” but “Is this the right choice for me?” That small shift moves the standard from the outside to the inside.A concept has emerged that gives language to people who could not clearly describe themselves before. This book helps Otroverts understand and accept their own nature. It also gives us a way to describe people who are neither extroverted nor introverted, widening the way we understand others. It helps us recognize and respect the Otroverts around us.A new concept has been defined. It made for an interesting weekend read.

MARCH 2026

CURATION Strategy Begins Not with More Choices, but with More Exclusion

Many people believe that having more options leads to better decisions. But great leaders often do the opposite. Instead of always looking for more choices, they first decide what not to do. Good decisions rarely come from adding more options. More often, they come from removing the ones that do not matter.WRITER YvePatrick J. McGinnis. Photo: Mercado Ads. More opportunities do not always lead to better decisionsIn modern business, the number of choices continues to grow. New markets, new technologies, new partnerships. At first glance, opportunities appear limitless. Many people see this as a good sign. They believe that more choices mean more possibilities. But leaders who run real organizations often see something different. As options increase, decisions become harder and direction begins to blur. The moment we try to pursue every possibility at once, strategy disappears and management takes its place. And eventually, the destination we originally intended to reach begins to fade.Good decisions come from reducing choices, not expanding themThere is a common pattern among Great leaders. Before deciding what to do, they decide what not to do. Good decisions are not about capturing more opportunities, but about rejecting more of them. Strategy is not only the art of choosing; it is also the discipline of exclusion. The moment we believe we can do everything, we end up doing nothing with clarity. Direction does not appear when new opportunities arrive. It appears when we decide which ones to leave behind.The real problem in modern business is not scarcity, but excessMany organizations today struggle not because opportunities are scarce, but because there are too many. Opportunities are everywhere, information is excessive, and every possibility appears open at the same time. The real problem in modern business is not the lack of opportunities, but the inability to reject them. Keeping every possibility open may appear flexible, but in reality it delays decisions. Eventually, organizations spend more time in meetings and analysis while direction remains unclear.Why do great leaders not chase every opportunity?The answer is simple. Direction is not created when opportunities are added, but when they are removed. I found an interesting explanation for this idea in the book 《FOMO Sapiens》Patrick J. McGinnis. The book explains why modern society, despite having more choices than ever before, also experiences greater anxiety and indecision. It suggests that instead of constantly searching for more opportunities, we must relearn how to decide which opportunities to let go. In the end, good decisions do not come from holding onto every possibility. Clarity appears the moment we decide what to leave behind.

MARCH 2026