INNOCEAN’s DOOH campaign stands out in the heart of Myeongdong outside Shinsegae Square

At the end of last year, over one million spectators stopped by the front of Shinsegae Square, the large media facade at Shinsegae Department Store’s flagship store in Myeongdong. Immersive video content showcased on the super-large 1,292.3 ㎡ screen (equivalent to three basketball courts) located in the heart of Myeongdong, a must-visit hot spot for tourists, was capturing the attention of both domestic and international visitors.

INNOCEAN was behind the dazzling debut of Shinsegae Square, which garnered significant attention in the press and on social media platforms.

INNOCEAN’s Global CEO, William Lee, announced on the 17th that it is actively advancing the domestic DOOH advertising market by showcasing urban cultural art content that combines cutting-edge media art technology with differentiated creativity.

“Timeless Moment” – Supersized Media Art Coloring the City
INNOCEAN’s leading media art content, recently unveiled at Shinsegae Square in Myeongdong, includes the time signal display “Timeless Moment” and Korean national heritage display “Bronze Dragon.” These displays harmoniously embodied urban culture and art while showcasing INNOCEAN’s differentiated competitiveness in the DOOH business, as it directly planned, produced, and transmitted everything.

The most eye-catching display is “Timeless Moment,” which debuted in January and incorporates the heritage of Shinsegae Department Store’s main building. It was produced as a time signal display that announces the time every hour to emphasize the cultural and historical significance of Shinsegae Department Store’s flagship store, built in the mid-20th century as Korea’s first department store.

The exterior of the flagship Shinsegae Department Store gives a modern reinterpretation and is characterized by its brilliant and vibrant implementation using anamorphic techniques (a method that provides three-dimensional visuals through optical illusions). In particular, in the middle of the video, the exterior details expressed through najeonchilgi (lacquerware inlaid with mother-of-pearl) received positive reactions from many foreign visitors.

These displays were created in collaboration with D’strict, a global art-tech company famous for media art productions such as “Wave” and “Whale,” and Sanghwa, which has extensive experience in media art production.

“We intended to showcase optimal original content beyond simple commercial advertising by considering the characteristics of outdoor media and geographical factors,” an INNOCEAN representative said.

Bronze Dragon, K-Heritage Content that Harmonizes History and Technology
INNOCEAN’s other major display showcased at Shinsegae Square is “Bronze Dragon,” which is media art created to commemorate 2024 being the Year of the Blue Dragon. The project was done in collaboration with the National Heritage Administration and the Technology Research Institute for Culture & Heritage (TRIC), which restored the modern cultural heritage of “Bronze Dragon” through 3D immersive media art.

“Bronze Dragon” is a piece of Korea’s national heritage. It was placed in the pond around Gyeonghoeru Pavilion to protect the palace from fire during the reconstruction of Gyeongbokgung Palace after the Japanese invasion of Korea in 1592. When it was excavated in 1997, it was partially damaged, including the beard, right front leg, and hind claws, but it was restored to a form close to the original using digital technology.

INNOCEAN has maximized the immersive impression by applying dynamic details where the damaged parts emerge anew with flames to express the restoration process vividly. Moreover, inspired by the fact that it was excavated from a pond, a 3D background of rippling water was added, and the process of uncovering this national heritage piece is also presented through storytelling.

INNOCEAN’s intent was to create an opportunity to provide visual pleasure to domestic and foreign visitors while effectively promoting K-Culture. INNOCEAN plans to continue presenting vibrant content featuring Korean national heritage.

Weather-linked Media Art Linking the Real with the Digital
INNOCEAN also showcases innovative outdoor media content that links reality with the digital world. A prime example is “Weather-linked Media Art,” which was created in collaboration with social startup KIMUSTUDIO. This consists of 2D media art videos featuring various weather themes such as clear skies, cloudy, overcast, rain, and snow. It is linked to the public data portal API and updates every 10 minutes to display real-time weather forecasts based on actual weather data for the location one hour ahead.

For example, a cloudy theme plays automatically on a cloudy day, and a snow theme plays automatically on a snowy day. This content is currently being displayed at K-Finance Tower, one of the leading digital outdoor media platforms in Myeongdong.

These efforts have helped INNOCEAN firmly establish itself as a DOOH advertising business operator by directly operating and selling premium advertising media in Seoul’s top commercial districts. In particular, with its capability to apply new technology and produce high-end content that cannot be seen on other outdoor advertising displays, the company has received inquiries not only for simple advertising broadcasts but also for planning and production from domestic and international clients seeking business expansion. At the same time, INNOCEAN strives to improve the quality of media environments based on its expertise in outdoor advertising media and target audiences, and its great understanding of space.

“We will continue to strengthen our urban branding through DOOH by going beyond simply broadcasting commercial content and instead planning content that the public can visually enjoy.” Executive Director Kim Jae-pil, the head of INNOCEAN’s Media eXperience (MX) Division, said.