PROJECT MANAGER & LEAD DESIGNER
<The Sharp> is the apartment brand of POSCO E&C, emphasizing “the life in harmony with nature”. With the relocation of POSCO Construction's brand center in Dogok-dong, Seoul, they commissioned a new exhibition hall design. My focus in designing this promotion center was to seamlessly integrate the brand's core values into the visitor's exhibition experience. In this section, I will explain how these values come to life in the exhibition space, spotlighting the immersive theater and each display home.
In the floor plan provided, you can see the immersive theater (highlighted in yellow) centrally positioned amidst three display homes. Connecting them are narrow corridors (depicted in blue). Following the route marked by white arrows, visitors begin with the video and then proceed to explore the living environments showcased in each display home.
This exhibition project was titled "Daylight Courtyard," expressing the overall exhibition experience that follows the daylight changes. Upon entering the immersive video gallery, visitors are welcomed by the subtle dawn's blue light. The video starts with sunrise in a blue colored courtyard, showcasing a leisurely tea time and introducing different aspects of the apartment through residents' stories. As the video progresses toward noon, lights behind the screen illuminate the corridor, revealing a hidden space that brightly represents noon.
To alter the spatial atmosphere, I opted for switchable glass over a typical screen. This glass allows for the manipulation of transparency by regulating the flow of current. Six short throw projectors project the video from the rear of the glass.
As the lights illuminate the corridor, visitors are guided to three display homes in sequence. Upon entering and exiting each display home, the central courtyard undergoes a transformation in appearance. The lighting's position and color temperature dynamically change, depicting the evolving impressions of nature over time. The yellow light ascending along the walls captures the atmosphere of sunset, and the numerous lights embedded in the ceiling create the ambience of a starry night sky. Although visitors spend less than an hour in the exhibition space, they experience the daily shifts of sunlight in the courtyard. Through this, their awareness aligns with the brand's fundamental value of harmonious dwelling with nature.
The above images are stills from the actual production of the immersive video following the original concept design. As the design concept developed, the immersive video expanded to utilize not only the three sides’ wall but also the floor, incorporating a total of four surfaces. The video offers a sketch of public spaces and landscaped environments of the brand that might be challenging to experience directly within the promotion center.
