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Storytelling: Rustic on the outside – immersive on the inside

Seoul | Thirty percent of South Koreans are Christians – no wonder Christmas plays a big role in Seoul and all of South Korea. The department store chain The Hyundai is celebrating the Advent season with large seasonal highlight zones and an roadside Alpine hut in the middle of the South Korean capital. Rustic on the outside – immersive on the inside.

The fact that LEDs can be used to create immersive spaces should come as no surprise to invidis readers. The effect is particularly good when the digital signage installation is combined in the appropriate frame and with suitable decoration. We discovered a great example in Seoul last year.

The Hyundai is the leading luxury department store chain in South Korea – like KaDeWe in Berlin or Harrods London – just in Seoul. The chain is present in the greater Seoul metropolitan area and across the country with several branches – some with spectacular architecture. Hyundai transformed the area in front of the department store in the hip Gangnam district into a European-looking alpine pasture with a typical hut. Decorated with Christmas trees around the hut, the special installation invites shoppers to visit.

In the entrance area, a digital, animated winter landscape awaits visitors between birch trees and sleighs. Visitors experience immersive winter moments along a wooden path. In the other rooms there are virtual campfires and countless bears, which also move through the hut on a conveyor belt on the ceiling.

An elaborate Christmas installation that once again shows what immersive experiences digital signage can produce. No matter whether in Munich or Seoul.


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