Théâtre des Lumières Media Art "The Timeless Standard"

Overview

Across the curved walls and suspended ceiling panels of Théâtre des Lumières, a single drop of ink spreads, the ink-wash landscape turns jade, and the scene moves past a palace into Seoul at night. The Timeless Standard is a two-minute opening media mapping piece that opened the global launch event where THE WHOO introduced its Bichup NAD Ampoule. Apollon Immersive Works reinterpreted THE WHOO's royal court heritage with a modern sensibility, depicting a brand world alive with classical elegance. Through a landscape that flows from a drop of ink to present-day Seoul, the piece unfolds THE WHOO's values, carried on across time, as a single visual story.

Typologies: Media Contents
Location: Seoul, Korea
Client: K2 Korea

Synopsis

On a quiet blank space, a drop of ink falls.
The weighty landscape and the flowing lines of the palace meet a modern sensibility, and the beauty of THE WHOO becomes a new, unwavering standard that lights up the world.

Pre-Production

In pre-production, the traditional Korean line was taken as the visual motif linking the scenes, designing a flow that runs from the past to the present. The aim was to fill the whole space with restrained visuals and graceful layers of light and color, adding a shift that draws the eye at each scene change so that an impression lingers within the elegant flow. A drop of ink falls and spreads across a modern background. The Korean landscape turns jade, and the lines that make up the scenery transform into gwoldam, a pattern built from the product's form. These lines lead on to the roof tiles of Gwanghwamun and the night skyline of Seoul, filling Théâtre des Lumières with THE WHOO's heritage and modern beauty.

Simulation of Theatre des Lumieres with green palace-wall patterns and red and green line-drawn ampoule motifs on a black ceiling band, jade lattice and hexagonal flower patterns with THE WHOO BICHUP logos along the walls, white lines drawn across the floor and visitors gathered around

Production

In production, the layout of Théâtre des Lumières, where many surfaces bend and connect, shaped the artwork so that it unfolds as one continuous landscape. Within the two-minute running time, the pacing of each scene and the timing of each transition were finely tuned to complete a composition with rhythm and balance. Sound was also a key element of the direction. Music built on melodies of traditional Korean instruments brings together the lightness of an opening and the brand's restrained mood, and sound effects such as wind and birdsong were added to match the movement of key scenes, so that image and sound lead viewers into the world of THE WHOO together.

Black-and-white ink-wash mountains projected continuously across two walls meeting at a right angle and onto the floor, with three birds flying above and THE WHOO NAD POWER AMPOULE lettering lit on a black wall to the left

Jade ink-wash waves flowing across tall walls, a cylindrical wall and beneath the upper walkway on the ground floor of Theatre des Lumieres, with rows of black round stools in front and THE WHOO dimensional letters on a white tiered stage at right

Palace-wall patterns and ampoule motifs wrapping the ceiling panels of Theatre des Lumieres, with lattice and hexagonal flower patterns along the walls, and beyond the upper railing a product display under a starburst light and a curved counter lit with THE WHOO lettering on the ground floor

Glowing line-drawn palace-wall patterns, lattice motifs and hexagons alternating flowers and cream jars running along two walls meeting at a right angle, with ampoule outlines repeating in the upper band and THE WHOO NAD POWER AMPOULE lettering lit on a black wall to the left

Traditional roof eaves and lattice windows drawn in white lines on black, running along two walls meeting at a right angle, with white lines laid across the floor like paving stones and THE WHOO NAD POWER AMPOULE lettering lit on a black wall to the left

Traditional roof eaves, lattice windows and paneled doors drawn in white lines on black, running across tall walls and a cylindrical wall of Theatre des Lumieres, with white lines laid across the floor like paving stones

Traditional roof eaves, lattice windows and paneled doors drawn in white lines on black across two walls, with paving-stone lines on the floor and speakers and equipment in the shadows at lower left

A Seoul night skyline of high-rise outlines drawn in blue, pink and white light with a lime-green mountain ridge, running along the walls under a black sky full of stars, with the upper-level railing in silhouette in front

Credit

Client: K2 Korea
Location: Théâtre des Lumières, Walkerhill Hotels&Resort, Seoul
Pre-production: APOLLON IMMERSIVE WORKS
Production: APOLLON IMMERSIVE WORKS • IMAGO PICTURES

Frequently Asked Questions

What is The Timeless Standard?

The Timeless Standard is a two-minute opening media mapping piece that opened the global launch event where THE WHOO introduced its Bichup NAD Ampoule. It was projected onto the walls and ceiling panels of Théâtre des Lumières at Walkerhill.

What was Apollon Immersive Works' role in The Timeless Standard?

Apollon Immersive Works handled pre-production for The Timeless Standard and carried out production together with IMAGO PICTURES. The client was K2 Korea.

How does The Timeless Standard unfold?

The Timeless Standard begins with a drop of ink falling on a modern background, then moves through a landscape turning jade, gwoldam patterns built from the product's form, and the roof tiles of Gwanghwamun to the night skyline of Seoul. The traditional Korean line is the motif that links the scenes.

How did The Timeless Standard use the space of Théâtre des Lumières?

The Timeless Standard took into account the bending, connected surfaces of Théâtre des Lumières so that the walls and ceiling panels unfold as one continuous landscape.

How was the sound for The Timeless Standard made?

The music for The Timeless Standard uses melodies of traditional Korean instruments to combine the lightness of an opening with the brand's restrained mood. Sound effects such as wind and birdsong were added to match the movement of key scenes.

What does it take to produce media mapping like The Timeless Standard?

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.