在营销领域,”宇宙 “这一术语/概念正在流行。宇宙 “一词指的是通过建立一个全新的虚拟世界的营销技术,在这个世界里,人们相信有一些元素和背景是一个品牌所特有的,通过这样的概念,人们可以与消费者进行深入和积极的联系。由于这种流行病,COVID已经煽动了虚拟现实和元空间等概念在所有类型的品牌中的快速发展,如餐饮和时尚。SM公司一直在寻求提出这样的概念,并推出了 “KYWANGYA”,一个与国际粉丝联系的宇宙,并进一步描绘了由SM公司支持的不同故事。

In the marketing field, the term/concept of ‘Universe’ is on trend. The term ‘Universe’ refers to a marketing technique by setting up a brand-new virtual world where one believes there is a certain set of elements and backgrounds unique to one brand, and through such a concept, one can connect deeply and actively with the consumer. Due to the pandemic, COVID has instigated quick evolution of the creation of concepts such as virtual reality, and metaverse in all types of brands such as F&B and Fashion. SM has been seeking to present such a concept and has launched ‘KYWANGYA’, a universe that connects with international fans and is further portraying different stories supported by SM.

在SM的 “KWANGYA “中,人们可以自由地前往任何地方,成为任何东西,是一个没有任何物理限制的无限之地。KWANGYA是一种与粉丝联系的媒介,也是最有价值的概念。Kwangya@seoul “是一个体现KWANGYA宇宙的空间,参观者可以体验宇宙本身的商业和广告目的,并强调物理空间。NiiiZ设计实验室在一个空间中实现了平行宇宙的概念,同时也被扩展为独立的空间,以表达现实空间中的无限主题。因此,按照 “一个时区的无限空间 “的概念,我们打算表达SM娱乐的 “KYWANGYA “的无限宇宙。

In SM’s ‘KWANGYA’, one is free to head anywhere, become anything, and is a place of infinity-free from all physical limitations. KWANGYA is a medium of connection with fans and the most valued concept. ‘Kwangya@seoul’ is a space that embodies KWANGYA universe where the visitors can experience the universe itself with business as well as advertising purposes with emphasis on physical space. NiiiZ Design Lab implemented the concept of a Parallel Universe in one space which also gets expanded into separate spaces to convey the theme of infinity in real space. Therefore, following the concept of ‘one infinite space in one time zone’, we intended to express the infinite universe of ‘KYWANGYA’ of SM Entertainment.

这样的设计理念是通过灵活的布局、双质的材料、大胆的媒体墙和透明的媒体面板(LG透明面板)来实现的。进入前的空间看起来是一个简单的紫色空间,在游客进入空间之前,通过安装在大门上的彩色玻璃之间的缝隙看到,但进入空间后,游客看到的是不断变化的媒体墙和多变的室内布置,仿佛是一个全新的不同空间。空间的气氛随着媒体内容的转变而变化,创造出一个类似于空间的,或者说是 “广雅 “的空间,但不时播放的艺术家的片段帮助粉丝们产生一个全新的不同空间。另外,安装的圆形轨道允许物体的多种摆放,以及天花板上由反光金属制成的圆形装置,反映了地板上的视觉效果。

Such a design concept was carried out through a flexible layout, dual-quality materials, bold media wall, and transparent media panel(LG Transparency panel). The space before entering looks like a simple purple space seen through the gap between the colored glass installed at the gate right before the visitor enters the space, but upon entering the space the visitor meets a constantly changing media wall and versatile interior arrangement as if it is a whole new different space. The mood of the space changes as the media contents shift to create a space-like, or ‘KWANGYA’-like space, but from time to time the artists’ clips playing help generate a whole new different space for the fans. Also, the circular rails installed allow multiple placements of the objects, as well as the circular installment on the ceiling made from reflective metals, reflects the visuals on the floor.

在空间内部,通过夸张的设计理念,安装变得更加戏剧化。放置在天花板和地板上的玻璃板由单向镜和透明媒体展示组成。天花板上的单向镜在灯光照射下成为类似玻璃的介质(透明玻璃),如果灯光关闭,它就变成了不透明的镜子。这个展示利用了材料的特性,即根据光的强度而改变倾向,就像电影中的审讯室一样。通常情况下,艺术家的视频会被播放,在此期间,天花板上的内灯会保持适当的光线,而在活动期间,眼镜会从透明状态变为反射状态,这样元素就会出现无限的反射,创造出空间的新意境。在地板上,LG透明面板与眼镜一起被安装,在材料内部,白色的沙子与媒体同时显示,就像在沙子上播放真实的视频一样,如果没有媒体被播放,那么它就会像天花板一样趋于反射,暗示一个无限反射的广雅宇宙。

Inside the space, the installment becomes even more dramatic with the exaggerated design concept. The glass panel placed on the ceiling and the floor consists of a one-way mirror and transparent media display. The one-way mirror on the ceiling becomes a glass-like medium (transparent glass) if the light is on and if the light is off, it becomes an opaque mirror. The display utilizes the material’s characteristic of changing tendency depending on the intensity of light, just like the interrogation room from the movies. Normally the artists’ videos are played, and during this time the inner light on the ceiling maintains an appropriate amount of light, and during the event, the glasses change from a transparent to a reflective state so that the elements appear to reflect infinitely to create a new mood of the space. On the floor, an LG Transparency panel was installed along with the glasses, and inside the materials, white sand is shown with the media at the same time as if an actual video is being played on the sand and if there is no media being played then it tends to reflect just like the ceiling to suggest an infinitely reflecting KWANGYA universe.

在这个区域的中心,一个类似于隧道的结构被分层在一起,这个隧道来自于虫洞的主题,在粉丝中很受欢迎,是一个拍照的地方,而在对面,显示的媒体创造了最喜欢的艺术家背景和SM KYWANGYA的插图。就像太空中的虫洞,视觉效果根据时间和空间的压缩而变化。就像双肖像物体、虫洞隧道和媒体一样,我们打算强调 “一个无限的空间共享同一时区 “的概念。Kwangya@seoul “空间代表SM宇宙,是一个存在虚拟现实的地方,用于连接世界各地的粉丝和艺术家。粉丝和艺术家共享相同的时间和无限的空间。这样的宇宙就像外太空一样,是无边无际、与众不同的。Kwangya@seoul “并不是要成为一个克服物理现实的地方。它是一个呈现广雅世界的空间,并传达了一个信息,即粉丝不仅可以在这个空间,而且可以在家里或日常生活中与艺术家见面。

At the center of the zone, a tunnel-like structure is layered together This tunnel is derived from a wormhole motif and is popular among the fans as a photo spot, while on the opposite side, the media displayed creates the favorite artist background and SM KYWANGYA illustrations. Just like the wormhole in space, the visuals change according to time and space compressed. Just like the dual-trait objects, wormhole tunnel, and the media, we intended to emphasize the concept of ‘One infinite space sharing the same time zone’. ‘Kwangya@seoul’ space represents the SM universe and is a place where virtual reality exists for connecting fans from all over the world to artists. Fans and artists share the same time and infinite space. Such a universe is limitless and distinct-free just like outer space. ‘Kwangya@seoul’ was not meant to be a place that overcomes physical reality. It is a space that presents KWANGYA world and conveys a message that the fans can meet the artists not only in this space but also at home, or in daily life.

Architects: NiiiZ Design Lab
Area : 214 m²
Year : 2022
Photographs :studio gothic / Jae Sung LEE. Tak Hyun Kim
Manufacturers : LG
Construction : JHD, Woon bong Jang, Seoung gi, Lee
Lead Designers : Sung chul Park, Areum Han
Design Team : Soo Jeong Lim, Sol zy Maeng
City : Seongdong-gu
Country : South Korea