Déjà vu / Dream - Samsung Digital Plaza

Concept

Light particles flow over walls finished like a rock cave, with Bespoke appliances set before them. In February 2022, Apollon Immersive Works created a media space in the Home Hub Zone of the Lifestyle Showroom on the fifth floor of Samsung Digital Plaza Gangnam. The Night Zone, where the media art is projected, was meant to offer an aesthetic experience of IoT within the showroom concept "Day and Night of Bespoke AI." Built on the idea of "a home hub AI that stays active even while we sleep," which came from a collaboration with furniture designer Seungji Moon, a surreal media artwork was projected over a space shaped with geometric natural forms, creating a moment of déjà vu that feels like traveling through a dream.

Typologies: Media Contents
Media Space
Location: Seoul, Korea
Client: Cheil

Blue particle media art projected on the walls of a rock cave showroom, with a Bespoke washing machine, refrigerator and tall appliance on a gravel floor

Silvery particle art on the walls of a rock-like structure, with Bespoke appliances in front and the showroom beyond

Blue particle art spreading in mirrored patterns across the walls, with Bespoke appliances in front and the showroom to the left

Front view in black and white of a ceiling projector casting silvery particle art onto a rock-like structure, with Bespoke appliances in front

Curated Artwork

"Déjà vu / Dream," the media artwork for the Night Zone, was created by Apollon Immersive Works in collaboration with artist Claude using data visualization techniques. It reinterprets the way memories and dreams shift into abstract and fantastical forms over time. The particles drift freely through the space, then gradually swirl with growing energy as they are generated, trace trajectories, and flicker. Through this process, the work conveys the sensation of déjà vu as a metaphor.

Test frame from the media art production process, a faint band of white light along the bottom edge of a black background

thick silvery particles flowing across a black background

particles tinged with blue rippling like ocean light

particles fading into a dark background like a night sky

Small dots of light scattered like stars across dark walls, with a Bespoke refrigerator and washing machine, small floor lights and a rock wall

Credit

Client: CHEIL WORLDWIDE
Location: SAMSUNG DIGITAL PLAZA GANGNAM
Proposal & Pre-production: APOLLON IMMERSIVE WORKS
Artist: Teamvirals

Frequently Asked Questions

What is Déjà vu / Dream?

Déjà vu / Dream is a media artwork projected in February 2022 in the Night Zone of the Lifestyle Showroom on the fifth floor of Samsung Digital Plaza Gangnam. Light particles flow over a space shaped with geometric natural forms, creating a moment of déjà vu that feels like traveling through a dream.

What was Apollon Immersive Works' role in Déjà vu / Dream?

Apollon Immersive Works handled the proposal and pre-production for Déjà vu / Dream. The client was Cheil Worldwide.

Where did the idea for Déjà vu / Dream come from?

Déjà vu / Dream started from the idea of "a home hub AI that stays active even while we sleep." The idea came from a collaboration with furniture designer Seungji Moon, within the showroom concept "Day and Night of Bespoke AI."

How do the light particles in Déjà vu / Dream move?

The particles in Déjà vu / Dream drift freely through the space, then gradually swirl with growing energy as they are generated, trace trajectories, and flicker. The movement reinterprets the way memories and dreams shift into abstract forms over time.

What technique was used to create Déjà vu / Dream?

Déjà vu / Dream was created by Apollon Immersive Works in collaboration with artist Claude using data visualization techniques.

What does it take to produce a media artwork like Déjà vu / Dream?

Start by confirming the shape of the space, the screen layout, and where visitors will enter and linger, then plan the scenes around those conditions. Share your space and content ideas through Let's Talk on our website to begin the review.