17-02-2025
- Entertainment
- Korea Herald
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.
