British artist Ryan Gander has deployed 16,000 collectible coins across public spaces in Seoul as part of the Frieze Seoul LIVE Program, turning the South Korean capital into a sprawling, interactive public art exhibition. According to Frieze Seoul, the project—titled The Find Seoul—runs through September 10 and invites residents and visitors to pocket free miniature artworks hidden throughout the city.
Where to Find The Find Seoul Coins
The bespoke coins are hidden in plain sight across several prominent Seoul neighborhoods, including Euljiro, Hannam, Cheongdam, and Samcheong. According to Frieze Seoul, searchable objects are also tucked into publicly accessible areas of the COEX convention center in the Gangnam district, which hosts the main art fair.
Organizers designed the hunt to pull participants away from conventional gallery spaces and into lesser-known corners of the urban landscape. Finder participation is entirely voluntary, and participants can either keep the small tokens as souvenirs or leave them behind for other pedestrians to discover, according to project documentation.
The Meaning Behind the Artwork
Ryan Gander embossed each coin with singular words such as “Listen,” “Solo,” “Pause,” “Speak,” and “Together,” framed alongside short pieces of advice or wisdom. According to project descriptions, these texts tap into the universal function of coins as neutral decision-making tools, operating independently of monetary value or origin.
By rewarding observant pedestrians who pay close attention to their immediate environment, the installation recontextualizes everyday urban navigation as an alternative form of exchange rooted in chance and visual exploration. Participants sharing their discoveries online use the designated hashtag #TheFindSeoul.
Global Evolution of Ryan Gander’s Project
The Find Seoul marks the fourth iteration of Gander’s ongoing public art series. The concept was first commissioned in 2023 by Factory International for the Manchester International Festival, according to Frieze Seoul.
Following its debut in the United Kingdom, the project was adapted for audiences in Cáceres, Spain, and Okayama, Japan. Each international installment introduces specific local tweaks to engage with regional communities before culminating in the current Seoul exhibition.
Worth a look