On almost 400 m² the designers amalgamate a variety of multimedia formats like images, videos and objects with light and sound installations creating a multi-sensorial experience. Minimalist equipment and the combination of both poetic as well as interactive elements allow the visitors to experience the brand SK Magic by moving on a media trail with the four topics forest, water, air and living. Lively images in combination with sounds and even aromas provide a feeling of nature and encourage to explore the gallery and by doing so the products in it.
In the Forest Zone visitors find themselves in the dense woods of Mount Indeung. This Korean mountain is the place, where the parent company SK Group started a tree-planting project 45 years ago. Designers visualize changing perspectives of Mount Indeung as well as product details on a ten-metres long two-sided LED wall. Simultaneously, mirrors, which are artfully arranged, display the corporate philosophy to the sounds of nature and “magically” suggest that there are additional paths in their reflection.
To be completely surrounded by glittering and glistening water – that is the feeling, which is conveyed by the water zone, where visitors can actively change colours by touching a stele. Those, who enter the neighbouring Air Zone experience a sensorial triad: Air purifiers are activated creating a breeze that produces tones in a suspended sound installation and spreads forest aroma. Finally, in the Living Zone, visitors encounter a selected product variety for a more natural life accompanied by lifestyle videos. Overall, the brand experience melds technology and naturality in a premium look-and-feel.
SK Magic Inc. was founded in 1985 in South Korea and developed into a trendsetter in the Korean industry for domestic appliances, i.a. as the first national manufacturer of gas ovens. Since 2016, the company has formed part of the Korean SK Group and exports its products into 60 countries around the globe, among them ten European countries like Germany, Great Britain and France.
Facts and figures
Project: SK Magic Brand Gallery „Magical Walk”
Customer: SK Magic Inc.
Design: D’art Design Seoul Ltd.
Location: Vista Walkerhill Seoul, Korea
Size: 380 m²
D’art Design Gruppe is one of the leading spatial communication agencies in Germany and has been an expert for multi-sensual brand experience for over 25 years. The holder of numerous international design awards, D’art Design Gruppe designs brand and experience spaces for customers such as 3M, adidas, Amtico, Britax, C.H. Beck, Deutsche Telekom, Electrolux, Gabor, Gräfe und Unzer, Grundig, Henkel, Kanzan, Lloyd, MFI, Norske Skog, Panasonic, Parador, Philips, Reebok, RWE, Schüco, Turck, Würth and Zaha Hadid.
About D’art Design Seoul
D’art Design Seoul is the Korean subsidiary of D’art Design Gruppe, and was founded in 2012 as a basis for a long-term exchange between the Asian market and European design specialists – an exchange that benefits both partners. D’art Design Seoul Ltd. provides German design approaches to the Asian market. Based on the respect for both cultures’ strengths, the fundamental prerequisite for a successful Asian-European cooperation is to be established and synergetically used.
D’art Design Gruppe
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