Slogans that Lee coined during the campaign, which have irrevocably shaped notions of success in corporate culture the world over, recur throughout the project: “Change everything but your spouse and kids”, for instance, or “Change begins with me”. New Management charts Samsung’s ascent through these maxims – euphoric and ambitious on the one hand; ruthless and competitive on the other. Originally exhibited in Frankfurt, Germany, the site of Lee’s famous presentation, it similarly reflects on the German economic capital’s relationship to international exchange.
Installation view New Management; 2014.
Photo by Helena Schlichting.
Installation view New Management; 2014.
Photo by Helena Schlichting.
New Management is an homage to technology, communication, and the relentless need for innovation, centering on the South Korean technology giant Samsung and its global success story. A large-scale mixed media installation, it functions as an unauthorized documentary, told through the material languages of corporate pride and presentation.
New Management’s title refers to the legendary management philosophy that Lee Kun-hee, Chairman of the Samsung Group, first proclaimed in 1993 at a high-level executive meeting in Frankfurt. In the “Frankfurt Declaration”, Lee emphasized the need to globalize, preparing his employees for a new philosophy of change he planned to introduce in order to turn Samsung into a global market leader in all its sectors. The philosophy emphasized quality in both production and managerial attitude, as well as repeatedly relaying the importance of travel, global interrelation, and cultural exchange. Lee’s philosophy set Samsung on the path of extreme market success – while also raising questions about globalization, economic dominance, nationalistic aspiration, and expansion.
