A panoramic view of the media library inside T Factory, where you can freely experience SKT's representative subscription services such as Wavve and Flo.
[Asia Economy Reporter Joeslgina] SK Telecom will unveil the ‘T Factory’ on the streets of Hongdae on the 31st, establishing it as a new cultural experience and a venue for technological innovation based on ICT. It is a new ICT multiplex (complex experience space) where visitors can enjoy a variety of cultural experiences while presenting a vision for future ICT technologies based on ‘super collaboration’ with domestic and international companies.
Park Jung-ho, CEO of SK Telecom, introduced at the online launch briefing on the morning of the 27th, “The name T Factory contains the meaning of a ‘space (Factory)’ where ‘Technology’ and ‘Tomorrow’ are continuously produced.”
T Factory was built on three floors (1st floor, 1.5th floor, and 2nd floor) in the core commercial area of Hongdae, targeting the MZ generation. It offers differentiated experiences in all areas of technology, service, shopping, and relaxation, including ▲representative services and products based on super collaboration with global companies such as Apple and Microsoft (MS) ▲core services of SK ICT family companies ▲24-hour unmanned purchasing ▲‘0 Stage’ for the MZ generation ▲urban healing space ‘Factory Garden.’
Super Collaboration with Global Partners like MS and Apple... Experience Directly at T Factory
T Factory expands customer service experiences based on super collaboration with global big players such as MS, Apple, and Samsung. The ‘Flex Stage’ located in the center of the 1st floor is a key space showcasing SK Telecom’s super collaboration cases.
The Flex Stage, which continuously changes according to customer reactions and trends, is currently used as a special game zone where visitors can enjoy the ‘5GX Cloud Game’ provided in cooperation with MS through a large game controller. In the future, it will serve as an experience space where visitors can directly touch and experience the latest devices from various manufacturers.
The MS Zone is also separately prepared on the 2nd floor. On the same floor, a shop-in-shop style space dedicated to Apple products is located, where customers can directly experience the latest iPhones and Apple services. SK Telecom stated, “By allowing customers to directly experience cooperation with global companies, we expect that they will easily understand and empathize with SK Telecom’s transformation into a ‘big tech’ company.”
T Factory offers the experience of various ultra-collaborative services from SK Telecom and global companies. Models enjoying 5GX cloud gaming in the MS Zone.
Freely Experience Core Services such as Security, Media, and Games... A Feast for the Eyes and Ears at T Factory
At T Factory, visitors can enjoy SK Telecom’s representative subscription services as well as various elements such as security, shopping, and games by theme. SK Telecom expects a virtuous cycle effect of continuously expanding customer experience based on vivid reactions and feedback obtained through this.
At the ‘Media Library’ facing visitors upon entering T Factory, SK Telecom’s media content such as V Coloring, WAVVE, Btv, FLO, and One Store Books can be freely enjoyed anytime. A separate ‘Media Pod’ is also prepared where visitors can instantly watch famous lines or scenes from classic movies and dramas via QR codes.
Located on the left side of the 1st floor is the ‘Security Pod,’ which features a ‘Projection Book’ that plays animations when touched by customers, helping them easily understand ADT Caps’ security services and SKT’s representative security services such as Quantum, Initial, and Pass.
In the AI Service Zone, visitors can experience voice recognition AI NUGU devices, the combined AI and communication platform ‘T Phone x NUGU,’ the ultra-high-definition group video call platform ‘Meethus,’ and the mobility service ‘T map.’
Additionally, the ‘Best Seller Zone’ offers a smart experience environment where popular smartphones can be directly compared, and statistics on preferred colors and user age groups for each smartphone can be viewed at a glance.
Moreover, the ‘11st Zone’ provides a reasonable shopping experience through online-offline linkage, the ‘T1 Zone’ offers various goods and themed products of the professional gaming team T1 including the world-renowned pro gamer Faker, and the ‘Retro Accessory Zone’ evokes the 1990s sentiment, all of which are expected to enhance the enjoyment of customers visiting T Factory.
Domestic First 24/7 Unmanned Purchase Space ‘T Factory 24’
‘T Factory 24,’ located on both sides of the entrance to T Factory, is SK Telecom’s first 24-hour unmanned zone in Korea. Customers can handle all tasks necessary for activation by themselves, from entry (self-check-in), smartphone comparison, AI-based plan consulting, subscription application, to phone pickup. In addition, smartphone accessory purchases and used phone sales can also be handled independently at any time, positioning it as a representative K-untact distribution model.
SK Telecom’s facial recognition technology-based ‘self-check-in’ allows customers to register only once during their first visit to the store and enter anytime thereafter. Furthermore, a safe quarantine system is in place, including fever checks conducted through kiosks developed by combining ADT Caps’ door sensors and thermal sensors.
The unmanned phone activation system, which can be completed within ‘5 minutes’ from subscription application to device pickup, is expected to enhance customer convenience and provide a new experience never seen before.
MZ Generation Communication Space ‘0 Stage,’ Forest Healing ‘Factory Garden’... Offering Unique Experiences
T Factory also features a ‘hip’ experience space for the MZ generation. The ‘0 Stage’ on the 2nd floor attracts attention with a horizontally wide ‘Infinity Mirror.’ Approaching the ‘AR Mirror’ located in the center of the Infinity Mirror synthesizes augmented reality images to create various appearances.
Additionally, the ‘Jump VR’ zone, where visitors can communicate with friends in virtual space, and the ‘0 Data Station,’ where teenagers aged 14 and over can recharge up to 500MB of data per month for free, are expected to receive positive responses from the MZ generation.
The ‘Factory Garden,’ created between the 1st and 2nd floors of T Factory, is a resting space where visitors can experience forest healing in the middle of the city. In the garden decorated with real living plants, customers can enjoy coffee or beverages while relaxing leisurely.
Other attractions include ‘Giant Face,’ which recommends music by recognizing customers’ facial expressions through simple AI-based games, the large media display ‘Giant Wall,’ and ‘Giant Pick,’ where visitors can enjoy games with an oversized joystick, all expected to provide customers with unique fun.
Technology and Culture Harmonized at T Factory... Inspiring Healthy Innovation in the ICT Ecosystem
Beyond simply selling and experiencing products, T Factory, where technology and culture harmonize, is expected to evolve into a landmark representing the domestic ICT ecosystem based on this synergy.
Park Jung-ho, CEO of SK Telecom, emphasized, “The name T Factory contains the meaning of a ‘space (Factory)’ where ‘Technology’ and ‘Tomorrow’ are continuously produced. T Factory will be a space where various people gather ideas through open collaboration to contribute to creating a better world.”
He added, “Based on this, we hope it will serve as a ‘cultural experience venue’ offering new experiences and enjoyment to customers, and as a ‘technology innovation venue’ where the domestic ICT industry enjoys new challenges and experiments, thereby inspiring healthy innovation in the ICT ecosystem.”
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