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"Shinsegae Branded Film" - Myeongdong, Seoul

2022 · Seoul, Korea

Overview

At the Myeongdong intersection, the gray stone facade of Shinsegae Department Store's main store seems to break open, and a roller coaster carrying Pubilla bursts out through the gap. In October 2022, Apollon Immersive Works handled the proposal and pre-production for two brand films shown on the DOOH (digital out-of-home) screen newly installed on the exterior of Shinsegae Department Store Myeongdong. As the first DOOH screen installed at any Shinsegae Department Store in Korea, it serves as a new touchpoint and communication channel where customers and the public meet the brand, and it marks a shift of Shinsegae's branding from analogue signage to digital. Reading this DOOH screen as a Shinsegae art space, the brand films were planned around Shinsegae's own heritage and identity, aiming to catch the eye of passersby and build a distinctive brand image.

Typologies
Media Contents
Location
Seoul, Korea
Client
VINYL1

CLOUD DIVE

CLOUD DIVE takes its cue from "cotton," the meaning held in Pubilla's name, and shows Pubilla diving swiftly through a clear sky full of cotton-candy clouds before hopping on a roller coaster. Using the exterior wall of Shinsegae Myeongdong, it creates the illusion of Pubilla breaking through the gray wall, along with an anamorphic composition in which the roller coaster seems to leap out from a certain viewpoint.

“CLOUD DIVE” title over a cloudy sky with an introduction to PUUVILLA, Shinsegae Department Store’s brand character, a white bear-like creature in a propeller cap and red striped scarf standing on the left
Through a deep opening in a grey facade, PUUVILLA falls headfirst from a blue sky, then rides a cloud and bursts out past the wall with both arms spread wide.
A red roller coaster track curves out through an opening in a grey facade, as PUUVILLA rides a yellow car along it toward the street.
PUUVILLA grips the safety bar of a yellow roller coaster car as it races out through the opening in the facade, while its red striped scarf flies loose above the wall.
Eight black-and-white storyboard frames of CLOUD DIVE drawn on the Shinsegae media facade, following PUUVILLA as it dives from a cloud, rides a roller coaster through a loop, is flung into the sky, floats down under an umbrella, and ends with SHINSEGAE written in clouds

Logo Play Film

The Logo Play Film was planned around Shinsegae's brand philosophy of "Sustainability, Growth, and Innovation," which drives the brand to keep changing and taking on challenges to design happy lifestyles for its customers.

Smoke-like fluid in purple, blue and green swirls across the frame, revealing its soft, fine texture.
Rectangular blocks in dark brown and beige protrude at varying depths to form a textured wall.
Wave-patterned red rock walls, like a narrow canyon, open up to reveal a bright sky between them.

It set out to convey, symbolically, the identity of a brand offering a wide range of services through the seven petals of the Shinsegae CI. To do so, the flower, a symbol of happiness, was built from a variety of materials and movements, and a simple, lively artwork expresses Shinsegae's services and brand philosophy.

Content concept board for the logo play film. Across the top, swirling atmosphere for "Innovation: Spark," mineral crystals for "Growth: Develop," and rippling green film-like forms for "Eco-friendly: Fill." Below, nine black-and-white storyboard frames move from fluid to scattered stones and wavy lines, ending in a flower emblem.

Production

For anamorphic content, the first step was to find the viewing point where distortion looks smallest. The building stands at the heart of a major intersection in central Seoul, so the screen can be seen from every direction. The team visited the site and looked at the LED screen from many angles to shortlist sweet spots, the viewing positions where distortion appears least. Then, using real-world data, a true-scale model of the building was built in a virtual space, grid tests were run with a grid pattern on screen, and distortion values were calculated at multiple points to select the most suitable viewing position.

Vertical media facade on the upper stone wall of the Shinsegae building, below its logo, where the screen appears to open into the wall as a white bear in a propeller cap rides a yellow car-shaped coaster along a red track
Close-up of a media facade on a stone wall, with a red striped cloth peeling away from the screen edge as a yellow coaster carrying a white bear in a propeller cap tilts outward as if leaving the wall
Exterior of the Shinsegae building seen from across a crosswalk, with content playing on the vertical media facade on its upper front
Vertical media facade on a stone-tiled wall, with pastel cubes bursting out of the screen as a pink character in a cap and backpack breaks through and reaches outward

Credit

Client
VINYL I
Location
Sinsegae Myeongdong SEOUL, KOREA
Proposal & Pre-production
APOLLON IMMERSIVE WORKS
Production
KALLOS

Frequently Asked Questions

Shinsegae Branded Film is a pair of brand films shown on the DOOH screen newly installed on the exterior of Shinsegae Department Store Myeongdong. It consists of the Logo Play Film, which expresses the brand through seven petals, and CLOUD DIVE, an anamorphic piece in which the character Pubilla rides a roller coaster.
Apollon Immersive Works handled the proposal and pre-production for Shinsegae Branded Film. Production was carried out by KALLOS., and the client was VINYL I.
The Logo Play Film in Shinsegae Branded Film is built on Shinsegae's brand philosophy of "Sustainability, Growth, and Innovation," expressing the identity of a brand offering a wide range of services through the seven petals of the Shinsegae CI.
CLOUD DIVE in Shinsegae Branded Film is an anamorphic piece in which Pubilla dives through cotton-candy clouds and then rides a roller coaster. It creates the illusion of Pubilla breaking through the gray facade, with a composition in which the roller coaster seems to leap out from a certain viewpoint.
For Shinsegae Branded Film, candidate viewing positions were shortlisted by viewing the LED screen from many angles on site, then distortion values were calculated through grid tests on a true-scale virtual building to select the most suitable position. This was needed because the screen, at the heart of an intersection, can be seen from every direction.
Start by confirming the size of the space, the screen layout, and where visitors will stand or linger, then plan the story and scenes around those conditions. Share your space and content ideas through Let's Talk on our website to begin the review.

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