Introduction to the ‘Universe’ Concept
In contemporary marketing, the notion of the ‘Universe’ has emerged as a prominent trend. This concept involves creating a virtual world unique to a brand, allowing for deep and active connections with consumers. The COVID-19 pandemic has accelerated the adoption of virtual reality and metaverse concepts across various industries, including F&B and Fashion. SM Entertainment has embraced this trend by introducing ‘KYWANGYA’, a universe aimed at engaging international fans through compelling narratives.
Embodying the ‘KYWANGYA’ Universe
At the heart of SM’s ‘KWANGYA’ lies the idea of infinite freedom, transcending physical limitations. ‘Kwangya@seoul’ serves as a tangible manifestation of this universe, offering visitors a firsthand experience of the brand’s virtual realm. NiiiZ Design Lab conceptualized the space as a Parallel Universe, expanding into separate areas to convey the theme of infinity within physical space.
Design Elements and Implementation
The design concept is brought to life through a combination of flexible layouts, high-quality materials, a bold media wall, and innovative technology such as the LG Transparency panel. Visitors are greeted by a dynamic media wall and versatile interior arrangements upon entering the space, creating an immersive experience reminiscent of the ‘KWANGYA’ universe. Circular rails and reflective metal ceilings further enhance the visual impact, offering multiple perspectives within the space.
Dramatic Installations and Interactive Elements
Inside the space, dramatic installations amplify the immersive experience. The ceiling and floor panels feature one-way mirrors and transparent media displays, creating an illusionary effect reminiscent of interrogation room scenes from movies. The central tunnel structure, inspired by a wormhole motif, serves as a popular photo spot for fans and showcases SM KYWANGYA illustrations. This tunnel, coupled with changing media displays, emphasizes the concept of an infinite space sharing the same time zone.
Connecting Fans and Artists
‘Kwangya@seoul’ represents a virtual reality space where fans and artists converge, transcending physical boundaries. The space aims to foster a sense of connection and belonging, allowing fans to interact with artists beyond the confines of a physical location. By blurring the lines between reality and fantasy, ‘Kwangya@seoul’ invites visitors to explore the limitless possibilities of the ‘KWANGYA’ universe.
Conclusion: Redefining Fan Engagement
In conclusion, SM KwangYa@Seoul Concept Store by NiiiZ Design Lab redefines fan engagement by creating an immersive environment that bridges the gap between the physical and virtual worlds. Through innovative design and interactive elements, the concept store offers a glimpse into the boundless universe of SM Entertainment, where fans and artists coexist in a shared space of infinite possibilities.
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