Lifestyle brand "The Conran Shop Korea" opened its first pop-up store on the fourth floor in commemoration of its collaboration with the head of IAAC Crafts, Hyunji Jeon, for her first solo exhibition titled "Song of Gravity". Though 'balance' was the theme of the exhibition, the pieces selected showcased a deviation from the traditional formality of the motif and instead presented a graceful sense of form by embracing the unique and delicate physical properties of soil. In addition, the Conran Shop displayed many objects that were known for their iconic designs. The WWF collaborations with both Hyunji Jeon and Conran Shop convey the meaning behind "Working With". The brand is displayed in the gallery as a work in itself; and the artist shows a new creation of work through collaboration with the brand. Viewers are able to witness three friends (gallery, artist and brand) of different backgrounds and personalities come together and create one captivating show.