Israeli designer Ron Arad installs swirling media art at shopping complex in Sindorim A giant red metallic ribbon swivels towards the sky at Sindorim D - CUBE City ’ s Millefleur Park in Guro - dong , western Seoul . Taking a closer look , one can see about 24 , 000 tiny LED screens lined on the outside of the 17 - meter - tall installation work , which features images and text such as poetry and even daily horoscopes . “ It is a carrier for more content . It avoids the failure of most public art that just sits there generation after generation , ” Ron Arad , designer of the installation “ VORTEXT , ” told The Korea Herald on Tuesday . Born in Israel and currently based in London , Arad is one of today ’ s most renowned designer / architects , best known for his chic , metallic chairs . His works are collected by prestigious museums like the Metropolitan Museum of Art in New York and the Victoria and Albert Museum in London , but are sold at high prices at Sotheby ’ s and Christie ’ s auctions as well . He served as the head of the Department of Design Products at the Royal College of Art from 1997 to 2008 . He came up with the installation work as Gana Art Center , where Arad held a solo show in 2008 and was in charge of art consulting for the new shopping complex in Sindorim , requested a public sculpture . The production was finished after just four e - mails , said Arad , expressing praise for the Korean production team which took care of the actual production of the work here . “ The project I gave them was really difficult . Normally I am used to revising shortcomings several times , but they got it right at the first time . I was very impressed . So I went to their studio and met them . Yes , I am definitely thinking about working with them in the future , ” said Arad . Arad started out with furniture design but he is high in - demand in various other genres as well , ranging from perfume bottles to fashion design . What do people find in his works ? Arad guessed that the key may be curiosity . “ I am very curious when I do a project . What will happen if I do this , if I do that ? I hope people find curiosity in my works and I think they do , because otherwise we won ’ t be having this talk right now . There may be people who do not like my works , and that ’ s ok . There may be people who like my works , and that ’ s ok too , ” said Arad . There have been , of course , a few cases where his designs did not work out because the public or the company that commissioned it did not understand them . This happened in Korea about 10 years ago when he went up to two big Korean companies to introduce his idea about a new IT gadget . Arad pulled out his mobile phone to show what he had designed at the time , and it was surprisingly similar to the iPad . The companies , however , did not understand it , and lost their chance to get a headstart in the tablet PC market . When asked where he gets his brilliant ideas , he answered that you don ’ t get ideas from anywhere but ideas are just there . “ The first rule is to have no rules . I know every rule is temporary , so why be limited by rules ? ” he said . But , of course , copying should be off limits . Arad in fact came across some chairs in D - CUBE City that copied his design . He photographed them and talked to the head of the shopping complex who called on the employees who bought them to get rid of the fakes and buy the originals . “ That was a good thing to do , ” said Arad . To designer aspirants , he had this advice : “ Don ’ t try to do like someone else . Don ’ t join the trend , create your own , ” he said . By Park Min - young ( claire @ heraldm . com )