LG Electronics has unveiled a Christmas-themed media facade on the exterior wall of its flagship D5 store located on Dosan-daero in Gangnam-gu, Seoul.
According to LG Electronics on December 21, the media facade measures 20 meters wide and 28 meters high, displaying video content featuring Christmas trees and a winter atmosphere. During the winter season, the display operates daily from 4:30 p.m. to 10:00 p.m.
The building's exterior wall, finished with white terracotta cladding fired at high temperatures, softly reflects sunlight during the day to create a sense of depth. At night, media content is projected onto the facade, creating a vibrant nighttime landscape along Dosan-daero.
Inside the building, visitors can enjoy Christmas videos through the digital obelisk, a large vertical signage installation that spans from the first to the fifth floor. The use of a glass curtain wall structure allows the digital obelisk to be visible from outside, achieving a large-scale screen effect that is synchronized with the exterior media facade.
The LG Electronics flagship D5 store is an offline space that embodies the company's innovative technologies and brand vision. Under the Dimension Five concept, the store consists of a welcoming area on the first floor, product experience zones on the second to fourth floors, and a brand experience space on the fifth floor.
LG Electronics operates the "Art for You" campaign under the slogan "Bringing the Value of Art into Life," utilizing the flagship D5 as a cultural and artistic venue. Currently, media art reinterpreting the works of the late artist Kim Tschang-Yeul using LG Electronics' technology is on display.
Even after the Christmas season, LG Electronics plans to continue providing visual experiences to visitors on Dosan-daero by operating media content tailored to the seasons and the city's atmosphere.
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