October 2021
La Mer Beauty Salon | Film Set Posters
La Mer Beauty Salon; Over the years, artists from the Pyongyang Film Studio were instructed to paint advertisements and hoardings to make the sets look realistic and to create a North Korean view of foreign street scenes.
La Mer Beauty Salon
Note the interesting aspects of this artwork.
The close-up of the woman’s face, especially focusing on her hair. Coloured hair is a foreign decadence. It is possible to dye hair black or hints of brown but nothing as shocking as red..! Her manicured eyebrows, and her perfect makeup. What’s more, she is shown bare-shouldered, rather provocatively, which is a clear no-no in DPRK.
In Pyongyang, hairdressers are promoted plainly with a simple sign bearing symbols of scissors and the like. The smaller text offers massage and wedding makeup.
Perhaps the large characters that form the word LA MER are actually the La Mer coveted skin cream produced nowadays by Estée Lauder. You might find out by going to the saloon in Seoul’s Myeongdong district or ringing them. All written at the base of the advert.
North Korean Film Studio Posters
The North Korean Film Studio Posters – a rare chance to purchase a piece of North Korean film history and propaganda! The North Korean Film Studio was established in 1947. It built permanent sets to shoot pro-revolutionary films that were very much against the Japanese colonization of the country and the US presence of South Korea.
There are different streets that represent colonial-era Korea, 1930’s Manchuria, South Korea, and imperial Japan. There was even a set depicting a generic European country. This includes a church and a number of villas.
Now, they are currently renovating Pyongyang Film Studio. And the posters North Korean artists dreamt up as ‘imperialist advertising’ and previously used to make the streets more authentic are being removed.
North Korean Film Poster Art
You should remember that these Korean artists would have had no direct experience of these places and would have drawn their inspiration from photographs. Their ‘capitalist’ style adverts promoted dog grooming to brothels and even included their interpretation of western-style film hoardings.
The posters have a wonderful naivety, a ‘lost in translation’ feel to them. In North Korea advertising is not permitted so the artists were dealing with a medium that was truly alien to them.
Director of Koryo Studio, Nicholas Bonner, has been a regular visitor to the Film Studio since the 1990s and he always photographed the film posters as they were replaced or re-painted. In 2002 he commissioned artists from the Film Studio to recreate the advertising posters as individual pieces of art.
Classic North Korean films have been made at the Korean Film Studio (Pyongyang) since its opening in 1947. It is a complex of 750,00 square meters designated for filmmaking. The two main focuses are the anti-Japanese struggle and the Victorious Fatherland Liberation War (Korean War) but also historic dramas (often anti-Japanese) as well as stories of struggles in achieving the revolution and even romantic comedies with a socialist twist.
There are indoor studios but the most interesting are the exterior permanent sets consisting of a traditional Korean village and traditional Korean buildings, a 1930s Chinese street, a Japanese street, a Korean street before liberation, a south Korean street, and also a European village. It is in the Japanese and South Korean Street that these posters are to be found as part of the set- depicting advertising for morally dubious products and services.
A Chinese investor has recently acquired the film set, so renovations are now underway and unfortunately, the original posters will most likely have been destroyed. Now the only full record of the posters is with Koryo Studio.
