Contemporary art is often the subject of confusion and frustration. Unlike paintings of the past that were relatively consistent to the subject matter, contemporary art presented viewers with a conceptual layer that alienates the public. Lee Bul claims that prior knowledge is not a requirement in understanding her works. Instead, she underlines the importance of experience, by encouraging the public to experience her works first-hand. There is no exclusively correct understanding of contemporary art, but Lee pursues an experience that is more direct and unencumbered, over an understanding based on prior knowledge. In the sixteenth episode of Brilliant Ideas brought to you by Bloomberg and Hyundai Motor, experience the works of Lee through her philosophy on experience.