Four & Forty Four: A Design that Challenges SuperstitionsDesigner: Daeki Shim
People say that boarding gates four, thirteen, and forty-four do not exist at Incheon International Airport, the busiest gateway to Seoul, which may seem like a rumor, but is true. That the airport authorities refrained from using these four numbers is related to taboos in the East and West. For East Asians, the pronunciation of number four is the same as the word for death, hence the obvious superstition. Similarly, people from the West see thirteen as an ominous number. Daeki Shim, a creative director and designer, has taken inspiration from this superstition and created a design that challenges these beliefs.
Daeki Shim's design, named Four & Forty Four, is a multi-faceted project that includes a book, a poster, and a light installation. The project started in June 2015 and was completed in November 2015 in Seoul. It was exhibited at Culture Station Seoul 284, Small House Big Door, and Doosung Paper Gallery from November to December 2015.
The book, with dimensions of W 150 mm x H 232 mm, delves into the taboo surrounding the numbers four and forty-four. It explores the cultural significance of these numbers in East Asia, where they are considered ominous due to their association with death. The book serves as a brochure for hotel guests at Small House Big Door, where the design is also manifested in the form of lighting used in hotel rooms. The light installation, with dimensions of W 570 mm D 120 x H 235 mm, adds an intriguing and thought-provoking element to the design.
The poster, measuring W 1400 mm x H 700 mm, further amplifies the message of the design. It serves as a visual representation of the superstitions surrounding these numbers and invites viewers to question their beliefs and challenge societal taboos.
Daeki Shim's design challenges the notion of superstition in a playful and sarcastic manner. By incorporating the taboo numbers into various forms of art and design, the project aims to provoke thought and encourage a reevaluation of deeply ingrained beliefs. It highlights the power of design to challenge societal norms and spark conversations.
The Four & Forty Four design has garnered recognition and accolades. It was awarded the Bronze A' Design Award in 2016 in the category of Graphics, Illustration, and Visual Communication Design. This prestigious award recognizes designs that demonstrate creativity, resourcefulness, and a commitment to improving quality of life through art, science, design, and technology.
Daeki Shim's Four & Forty Four design is a testament to the power of design to challenge superstitions and provoke thought. By incorporating the taboo numbers into various forms of art and design, the project encourages viewers to question their beliefs and embrace a more open-minded perspective.
Project Details and Credits
Project Designers: Daeki Shim, Hyojun Shim
Image Credits: Image #2, 3: Photographer Jinsol Kim, Typojanchi, 2015
Image #4: Photographer Hoseung Lee, 2015
Image #5: Photographer Daeki Shim, Hyojun Shim, 2015
Project Team Members: Creative Director & Designer: Daeki Shim
Project Name: Four & Forty Four
Project Client: Daeki Shim, Hyojun Shim