Innocean pioneers digital storytelling with cutting-edge displays
Korean marketing company Innocean is strengthening its presence in the digital outdoor advertising sector by showcasing location-tailored content, supported by creative storytelling and cutting-edge video technology.
The Hyundai Motor Group's advertisement unit announced Monday that it is broadcasting customized content on a massive digital board in the heart of Seoul, offering immersive, illusory visuals to visitors.
Originally known for its multiaward-winning advertisements, Innocean has evolved into a media provider, managing the digital board since November and curating its content.
The 1,292-square-meter screen — about the size of three basketball courts — is mounted on the over half-century-old Shinsegae Department Store in central Seoul, filling the expansive square facing Myeong-dong, one of Seoul's busiest districts, with captivating visuals.
The content, including in-house productions, had attracted approximately 1 million visitors by the end of last year, driven by its viral online popularity with its striking aesthetics.
For its in-house content, Innocean has focused on the historical significance of the location, incorporating Korean cultural heritage into its displays.
Since January, Innocean has showcased a video featuring the real wall of the Shinsegae Department Store — the first department store in Korea, built in the 1960s — adorned with illusory images representing both the store and Korean culture.
One standout display features the pattern of "najeonchilgi," a traditional lacquered mother-of-pearl box inlaid with chrysanthemums.
Another notable creation from last year highlights Korea's cultural heritage, showcasing the Bronze Dragon artifact unearthed from a pond at Gyeongbokgung, the main palace of the Joseon era (1392–1910).
The video, particularly designed with foreign visitors in mind, dynamically portrays the artifact's restoration, showing it transforming from a damaged relic to a fully restored form. Lifelike flames and animation create an illusion of the dragon bursting out from the digital screen.
Additionally, Innocean has produced content reflecting real-time weather conditions, using illustrated animations of the current weather to enhance the immersive experience for pedestrians.
"Going beyond commercial content, we aim to create displays that the general public can enjoy, contributing to the development of Seoul's unique brand through digital out-of-home advertising," stated Kim Jae-pil, the head of Innocean's media experience division.
With its blend of technology, storytelling and cultural themes, Innocean is establishing itself as a leader in digital out-of-home advertising, offering visitors and locals the opportunity to experience the fusion of digital art and Korean heritage.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Korea Herald
14 hours ago
- Korea Herald
Korea embraces beauty of everyday with monthlong craft exhibitions
Craft exhibitions on hanji and hanbok await visitors this month South Korea is turning up the charm this month with a series of craft exhibitions that celebrate the artistry found in everyday objects. The Korea Craft and Design Foundation is presenting "Hanji Objects: Embracing Wisdom" at Hanji House in Jongno-gu, central Seoul, through June 22. The exhibition spotlights "hanji," traditional Korean paper made from mulberry bark, and its evolving role over the centuries. Once primarily used for writing and books, hanji has long been repurposed into durable, lightweight and humidity-resistant household items. Artifacts on loan from the Hanji Art and Culture Foundation in Wonju, Gangwon Province, and the Goesan Hanji Experience Museum in North Chungcheong Province, illustrate the craftsmanship and ancestral wisdom embedded in these handmade pieces. The exhibition is open Tuesday to Sunday from 10 a.m. to 7 p.m. and admission is free. From June 13 to 15, the KCDF will also host a three-day hanbok fair at AK& Sejong. The 2025 Hanbok Expo will feature eight hanbok brands — Guiroe, Ccomaque by Dolsilnai, Daraewon Hanbok, Sun Daum, Somock Hanbok, Somikyung, Ondata Parang, and Flora Dress and Hanbok — offering visitors a chance to try on traditional attire and explore the synergy between Hangeul and hanbok. Admission is 5,000 won, with more details available on KCDF's official website. Later that month, jeweler and maker Kim Yoo-jung will unveil her second solo exhibition in five years, "Refuse to Disappear," at Yeol Bukchonga in Jongno-gu, June 17-23. Her contemporary jewelry pieces reflect on the presence of everyday objects and challenge viewers to rethink consumption and value in a fast-paced society. In Gyeonggi Province, the Yangju City Council gallery is showcasing 'The Phrase: Perspectives on Space' through June 27, featuring artists Won Jo-hyun, Lee Se-rim, Lee Eun-kyoung and Chung Dong-gyun. The exhibition draws inspiration from musical phrasing — the shaping of a passage — using visual art to express how individual works can resonate both independently and as a cohesive whole within a shared space. Admission is free.
Korea Herald
15 hours ago
- Korea Herald
The Royal Ballet, Paris Opera Ballet head to Seoul for July galas
Two of Europe's most storied ballet companies — The Royal Ballet and the Paris Opera Ballet — are set to take to the stage in Seoul next month, offering local audiences a rare opportunity to witness their grandeur, tradition and artistic evolution through back-to-back galas. From July 4 to 6, The Royal Ballet returns to Korea for the first time in two decades, performing "The First Gala in Seoul" at the LG Arts Center in Magok-dong, western Seoul. The company's much-anticipated visit features eight principal dancers, including Benois de la Danse-winning ballerina Natalia Osipova as well as Korean first soloists Choe Yu-hui and Jun Joon-hyuk. From July 30 to Aug. 1, the Paris Opera Ballet will present "Ballet Gala of Etoiles in Paris" at the Seoul Arts Center. Leading the Parisian company is Park Sae-eun, the company's first Asian etoile and Benois de la Danse-winning ballerina, returning to her home country alongside a cast of stars. This marks the POB's second gala appearance in Korea in collaboration with the Seoul Arts Center, following performances in 2024. Notably, Park herself was directly involved in curating the program. Both companies will showcase a dynamic range of works — from signature pas de deux, or duets, from the classical canon to modern masterpieces — highlighting their artistic versatility. The Royal Ballet's program includes excerpts from "Don Quixote," "Giselle," Frederick Ashton's "Swan Lake" and Kenneth MacMillan's drama ballets "Romeo and Juliet" and "Manon." The Paris Opera Ballet will divide its repertoire into two alternating programs over the three-day run. Classical highlights include scenes from "The Sleeping Beauty," "Sylvia" and "Paquita." Both companies also lean into contemporary works to express their modern identities. The Royal Ballet will bring Christopher Wheeldon's poetic "After the Rain." The Paris Opera Ballet counters with George Balanchine's "Sonatine" set to the music of Maurice Ravel, Jerome Robbins' "In the Night" and Maurice Bejart's evocative "Songs of a Wayfarer." In an overlap, both galas include McGregor's kinetic "Chroma," originally choreographed for the Royal Ballet in 2006. Seoul audiences will be treated to a pas de trois, or trio, by The Royal Ballet on July 5 and 6 and a pas de deux by the Paris Opera Ballet on Aug. 1. Lausanne winner Park Youn-jae in Seongnam Adding to Seoul's ballet-filled summer, the Seongnam Arts Center will present 2025 Ballet Stars on July 26 and 27 at its Opera House in Gyeonggi Province — a gala performance that brings together internationally acclaimed ballet stars and rising next-generation dancers. This year's program, spread over two days with different lineups, offers a rich blend of classical and contemporary works. Highlights include beloved scenes from "Le Corsaire," "Giselle," "Swan Lake" and "Don Quixote" — perennial favorites among Korean audiences — as well as contemporary pieces rarely staged in Korea such as "Ballet 102," "Closer" and "To Fly Again." The 2025 edition features principal dancer Chae Ji-young and second soloist Lee Sun-woo of Boston Ballet, Kim Soo-min of Dresden Semperoper Ballet's corps de ballet and first soloist James Kirby Rogers, as well as Park Sang-won and Leo Hepler of the Dutch National Ballet. Also joining the stage are some of Korea's brightest rising stars. Park Youn-jae, who won first prize at this year's Prix de Lausanne, and Kang Gyeong-ho, who gained national attention by finishing second on Mnet dance competition show "Stage Fighter," will bring a fresh dynamic to the gala.
Korea Herald
15 hours ago
- Korea Herald
Naver Pay's overseas QR payments soar amid travel boom
Internet giant Naver's payment platform Naver Pay said Sunday its overseas QR payment service is experiencing explosive growth as more Korean travelers opt for digital wallets abroad. The transaction volume for its overseas QR payment service surged by 70.7 percent in the first quarter compared to the previous quarter, the platform operator said. The spike is largely driven by a sharp increase in Korean tourists using the service in Japan, China and Thailand, the operator added. The number of new overseas users rose by 67 percent on-quarter, signaling a shift in consumer behavior as contactless payments become a norm among young travelers. Naver Pay's integration with PayPay, Japan's leading QR payment network, expanded the number of affiliated merchants by nearly 3 million, significantly boosting usage. Popular retail chains like Don Quijote and Sugi Pharmacy saw sustained increases in Naver Pay transactions. In China, Naver Pay remains the only Korean mobile wallet partnered with all three major local platforms — WeChat Pay, UnionPay and Alipay Plus — enabling seamless usage across most of the mainland. In May alone, transaction volume in China rose 40 percent compared to April. Notably, the number of users in their 20s more than doubled, with high activity concentrated in youth-frequented destinations such as Shanghai Disneyland, Darunfa Mart and Sunrise Duty-Free. Thailand also showed a strong performance, with QR payment volumes increasing 26 percent in May from April, especially in major tourist hotspots. Currently, Naver Pay supports QR payment in 65 countries and regions, the most extensive overseas coverage among all Korean digital payment platforms.
