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"Encountering the Art" - Asia Media Center

2022

Overview

In the birch courtyard of Asia Media Center in Yeoksam, four screens of different sizes and angles stand on a V-shaped frame above water, showing waves, classic paintings, and LEGO scenes. In April 2022, Apollon Immersive Works installed media art at Asia Media Center, a newly completed office building in Yeoksam-dong, Gangnam's business district, opening it together with the building. Hoping that media art would bring out the value of the architecture and space and make the building a landmark in this commercial district, Apollon Immersive Works worked closely with the architecture, landscape lighting, and landscaping teams from the construction stage, designing and leading the entire media experience.

Four screens of different sizes and angles show flowing turquoise patterns among birch trees and plants in an outdoor plaza at night
Typologies
Media Sculpture
Media Space
Location
Seoul, Korea
Client
Asia Media Center

Concept

True to its name, Encountering the Art lets people moving through the building come across art along their everyday paths. For the public open space, the concept of an "Open Art Gallery" shaped an outdoor media gallery where water features and birch landscaping come together. The aim was to create a spot where passersby would pause and stay for a moment.

swirling patterns drift slowly across four screens among birch trees in an outdoor plaza at night.
In daylight, screens showing blue and white streams flowing diagonally across a deep navy background appear beyond blurred lime-green leaves, with a white wall with a louvered vent and a birch trunk behind them.
An information panel for Asia Media Center listing four artists, Roman De Giuli, CLAUDE, Lee Kiyong and Kim Taeyoon, with titles and short descriptions of their works and a small floor plan at the lower left.

Spatial Design

Three installation sites were chosen by analyzing the movement of pedestrians in the area and building users: the public open space outside, the underground parking entrance, and the elevator lobby inside. Media art sculptures were designed to suit the architectural form and purpose of each space. The sculpture in the public open space was designed as a V-shaped aluminum frame, taking circulation and frontal views into account. LED modules of different sizes were arranged with a sense of depth so that the content appears differently depending on the viewing angle, and the water surface below serves as a reflective plane while creating a natural viewing distance.

An overhead rendering of a V-shaped structure with a faint blue glow and a single rock in a black pool, framed by green plants on the left and below, with two people seated on the dark paving to the right.
An overhead rendering of a V-shaped structure glowing with purple imagery in a rectangular pool, with the building's gridded windows and trees on the left, and a white gravel planter, paved floor and wooden benches on the right.
An overhead rendering of a reflective metal V-shaped structure in a dark rectangular pool, with a wooden deck and red gravel planters on the right, palms and broad-leaved plants on the left, and two people on the deck.
A rendering of two people seated facing four screens showing blue and white swirling patterns, surrounded by bamboo, a pruned pine, a rock in a water channel and dark stone steps.
A rendering of four screens showing pink and purple swirling patterns above a pool in front of a gridded building facade, with birch trees and white gravel planters in front and a wooden slatted wall and bench on the right.
A rendering of one person seated with their back to the viewer, facing four screens showing yellow and blue swirling patterns across a pool, with cacti, palms, a red gravel bed and a wooden deck path in front.
Four screens set at different angles show textured white, green and purple brushstroke-like patterns at night in a courtyard of gridded building facades and birch trees, with a dark pool in the foreground.
Four screens stand by a dark pool in a courtyard at night, showing scenes built from LEGO minifigures: a figure with a white parasol on a grassy hill, figures crowned with flowers in a meadow, and a cluster of intertwined figures, with reflections in the water below.
Three screens showing blue swirling patterns stand over a dark pool in a courtyard at night, beside birch trees and lit planters, with a strip of light along the paving and the screens reflected in the water.
At night, a building entrance on a street has a ceiling of perforated lights forming a star-like pattern, with a vertical screen on the wall to its left showing swirling purple, pink and orange imagery and a car parked at the far left.
In daylight, a vertical screen hangs under a perforated light ceiling at a building corner, showing blue, white and pale violet patterns that spread like ink, with a birch tree and evergreen shrubs in front.
At night, under a ceiling of perforated lights, a vertical screen shows yellow, deep blue and pale violet patterns that spread like ink, with a shop displaying an open sign at the left.

Curated Artworks

Considering the location of the screens and the wide, general audience they reach, the curation focused on content anyone could enjoy easily and intuitively: digitally reinterpreted classic paintings, data visualization, nature-themed fluid art, and brick art made with LEGO.

Award

iF Design Award 2023
Winner, Interior Architecture, 4.08 Installation

Four screens of different sizes and angles show flowing turquoise patterns among birch trees and plants in an outdoor at night

Behind scene

At night, a glass elevator tower stands in the middle of a gridded building facade, with a vertical screen of layered blue, white and purple imagery under a perforated ceiling at the entrance on the left, and four screens showing organic white-outlined forms on blue beside lit steps in a birch courtyard on the right.

Credit

Client
Asia Medea Center
Location
ASIA MEDIA CENTER, YEOKSAM, SEOUL
Sculptural Design
Apollon Immersive Works
Artwork Curating
Apollon Immersive Works
Media Artist
Roman de giuli, Kim Taeyoon, Claude, Lee Kiyong

Frequently Asked Questions

Media art installations that opened together with Asia Media Center, an office building completed in April 2022 in Yeoksam-dong, Gangnam. Three points inside and outside the building were tied into a single media experience.
We analyzed how pedestrians and building users move through the site, then selected three spots: the public open space outside, the underground parking entrance, and the elevator lobby inside.
No. We worked alongside the architecture, landscape lighting, and gardening teams from the design stage. Reading the form and purpose of each spot first is what keeps the media embedded in the space rather than applied on top of it.
The curation includes digitally reinterpreted masterpieces, data visualization, nature-themed fluid art, and brick art made with LEGO. Since these spots are passed by anyone, we chose work that reads instantly without explanation.
The public open space was shaped into an outdoor media gallery, with the work set among a waterside and a birch garden. The aim was to give passersby a reason to stop and stay for a moment.

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