In the Heart of Gangnam, 'Ilsang Bi Ilsang-ui Teum'
LGU+ Complex Cultural Space Breaking Away from Service Promotion
From Cafe and Bookstore Cultural Contents
To Experiencing Latest Technologies like AR and VR
Communicating with MZ Generation, Providing Spaces to Rest and Play
[Asia Economy Reporter Han Jinju] 'Ilsangbiilsangui Teum (Teum)', located in the heart of Gangnam-daero, Seoul, is LG Uplus's first complex cultural space, which opened on the 7th. Before the opening, LG Group Chairman Koo Kwang-mo unofficially visited the place with executives. As he toured the caf?, bookstore, and experience spaces, he encouraged the staff by saying, "This will become a hot place." It is unusual for Chairman Koo, who rarely appears at LG Uplus events, to visit Teum. After Chairman Koo's visit, requests from affiliate company executives to visit have been continuously coming in.
LG Uplus Vice Chairman Ha Hyun-hoe gave a special order to make Teum a 'landmark.' Before Teum was born, Vice Chairman Ha frequently visited the site to check the progress until just before the opening. Teum was completed one year after forming a flagship task force (TF). It reflects the intention to create a landmark space filled with technology, content, and spaces preferred by the 2030 generation, moving away from stores that simply promote services.
LG Uplus Landmark 'Teum' in the Heart of Gangnam
The playground on the 5th floor of Teum consists of a community zone and an event zone. In the community zone, you can experience IoT services. VR headset and AR glasses rental services are also provided.
On the 5th floor playground of Teum, you can experience cloud gaming with GeForce Now and smart home training services.
The name Teum means 'enriching a gap in everyday life.' It opened on the 7th as a complex cultural space where visitors can experience books, photography, coffee, cultural content, and the latest technology all in one place. The 5th floor, where ICT devices are gathered, is nicknamed the 'gap between digital and analog' playground. Visitors can experience augmented reality (AR), virtual reality (VR), cloud gaming, and Internet of Things (IoT) services. It is possible to enjoy games by renting VR headsets or AR glasses or to experience GeForce Now games and smart home training on a large TV screen. At the unmanned kiosk at the entrance, visitors can check or pay their phone bills and perform self-activation.
On the 2nd floor, where the caf? Glass House is located, a large screen shows the population beach of Yangyang, Gangwon Province, in real time. Utilizing LG Uplus's network, visitors can watch the Yangyang sea live from the middle of Gangnam, Seoul. Ryu So-im, LG Uplus manager who participated in the space design, explained, "Although there is no visible sales space, we implemented services such as non-face-to-face consultation and staff call on the Teum mobile application, and the system can respond to interested customers anytime." She added, "For those who frequently visit this space, it can make them think of Uplus when switching telecom providers."
On the second floor, Goseong's popular cafe 'Glass House' has opened. A large screen displays real-time views of Ingu Beach in Yangyang. LG Uplus subscribers also receive a 50% discount on beverages.
On the 3rd floor of Teum, there is a bookstore called Storage and Book and Film. It offers a variety of books related to travel, photography, coffee, and more.
Expanding Communication Touchpoints with the 2030 Generation
On the 4th floor of Teum, there is an exhibition space where visitors can express themselves through adjectives and take photographs.
LG Uplus rented an entire building in the prime area of Gangnam to create the space called Teum, with the main purpose of communicating with the 2030 generation. The judgment was that understanding the interests and communicating with the future consumers, the MZ generation (Millennials + Generation Z), is a priority to create services they need. Starting this year, LG Uplus introduced a 'reverse mentoring' system, matching executives including Vice Chairman Ha with new employees born in the 1990s as mentors to communicate with the MZ generation.
Heo Ji-cheol, LG Uplus store design team manager, said, "We were curious about where the MZ generation gathers and what stories they share, but we were not prepared to listen to their stories. At Teum, we provide a 'rest' that allows discovering new things while communicating with the MZ generation and can connect them through their interests."
Currently, Teum operates only in Gangnam, but there is a possibility of expanding the space. A company official explained, "There are no plans now, but if expanded later, it will change to new content suitable for the region or target audience."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
