Public Spaces Revitalized by University Students: Hanyang University ERICA and Gwangmyeong City Collaborate

Branding Project for Gwangmyeong Upcycle Art Center
Students from the Department of Advertising and Public Relations Participate through Linked Courses
"Fostering Talents with Creative Problem-Solving Skills"

Students from Hanyang University have set an exemplary model of collaboration between local communities and universities by participating in branding initiatives for regional public institutions.

On January 16, Hanyang University ERICA’s Department of Advertising and Public Relations announced that it had conducted a year-long content planning project with the Gwangmyeong Upcycle Art Center, titled "Identity of Public Spaces in Gwangmyeong City and Citizen Participation."

The 'Transformer' team, composed of students from the Department of Advertising and Public Relations at Hanyang University ERICA, is taking a commemorative photo after receiving the Gwangmyeong Mayor's Award for their planning project titled "Identity of Public Spaces in Gwangmyeong City and Citizen Participation" in the first semester of the 2025 academic year. Group photo of the 'Transformer' team awarded the Gwangmyeong Mayor's Award at Hanyang University.

This project was based on the "IC-PBL (Industry-Coupled Problem-Based Learning)" model, a learner-centered educational approach that brings together industry, society, and academia to solve real-world challenges. Spanning from the "Digital Storytelling" course in the first semester of last year to the "Strategic Communication" course in the second semester, the project ran for a full year. During this period, students devised creative communication strategies to address actual issues faced by the center.

Reinterpreting Spaces through Digital Storytelling

In the first semester, which served as the initial phase of the project, students focused on planning foundational content to promote the new space of the Gwangmyeong Upcycle Art Center and encourage citizen participation. After relocating to a new space in 2024, the center faced the challenge of expanding its engagement with citizens as a sustainable platform that merges environment and art.

Two teams were recognized for their feasibility and creativity during this process. The "Transformer" team, which received the Gwangmyeong Mayor's Award, developed a "Papercraft Kit" that combined hidden stories within the center and recycled materials. This kit was praised for allowing citizens to experience the value of upcycling and effectively capturing the identity of a public cultural space. The "Aura" team, which won the Excellence Award, targeted the sensibilities of Millennials & Gen Z. They developed a character embodying the center’s identity and systematically proposed the production of an e-book, the creation of a web content page, and distribution strategies, demonstrating practical skills that could be immediately applied in the field.

Next month, on the 3rd, both teams will participate in the center’s new exhibition, tentatively titled "Upcycle Interactive," alongside artists such as Choi Moonseok and Jeong Chanbu. This follows their joint presentation of results with the Gwangmyeong Upcycle Art Center at the Hanyang University ERICA Tech Show in November last year and subsequent discussions on future collaboration.

Providing Real Support to Local Public Institutions

In the second semester, the project deepened as students built on ideas from the first semester, focusing on sharp analysis and the development of effective implementation strategies. At the final presentation, five teams, including "Isang Communication Mode," "Cross," and "Gwang.Gorani," were recognized for their planning abilities and received the Gwangmyeong Upcycle Art Center Director’s Award. Among them, the grand prize went to the Isang Communication Mode team, which analyzed exhibition consumption trends among women in their 20s and 30s and planned a storytelling exhibition that reflected their sensibilities onto everyday items such as discarded disposable cups, receipts, and delivery boxes to revitalize the center. The Gwangmyeong Upcycle Art Center is currently considering incorporating this project into future exhibitions.

The "Isangmode Team," composed of students from the Department of Advertising and Public Relations at Hanyang University ERICA, won the grand prize in the 2025 second semester planning project titled "Identity of Public Spaces in Gwangmyeong City and Citizen Participation" and is taking a commemorative photo. Hanyang University

The Gwang.Gorani team, which received the Excellence Award, aimed to boost the center’s YouTube channel by planning storytelling video content focused on the daily lives of artists and the creative process behind their works-elements not typically showcased in existing exhibitions. The team is currently producing a series of short-form content that conveys the center’s values and environmental messages.

This project is seen as having gone beyond a simple student assignment, providing tangible support that enhances the operational efficiency of local public institutions. Hanyang University ERICA plans to continue expanding its industry-academia cooperation programs in partnership with local communities and industries based on the success of this project.

Kang Jinsook, Director of the Gwangmyeong Upcycle Art Center, commented, "The innovative results proposed by students from a citizen’s perspective will serve as a crucial foundation not only for the center’s operational materials but also for the development of future experiential programs. The creative perspectives of university students have provided a valuable stimulus to break the rigidity of public institutions." Lee Sangrok, a professor at Hanyang University ERICA’s Department of Advertising and Public Relations, added, "By recognizing local spaces as brand assets and transforming them into citizen experiences, we have seen how education can generate social value."