The Campaign

We made S.F – Senses of the Future – space of light with most liberal and natural-resembled light, OLED. We intended visitors to experience the lights, surrounded by lights and also tell a story about the bright future that LG will make.

Creative Execution

30,000 OLED lightings into Wall of the Sun, 47 double-sided OLED digital signage into 17 sets of S.F chairs LG’s cutting-edge technology meets unique artistic vision of Tokujin Yoshioka, and installed tapestry of light in 250?-scale space. Massive OLED lightings overwhelmed the audience as making light of the sun, Double-sided OLED digital signage plays the video clip showing touchpoint between human and light. So when audiences came, it seems like they came into the 4th dimension of light and it provides whole new experience which they never experience before.

Indication of how successful the outcome was in the market

There were inexpectant viral effect even though we didn't buy media. Incase of magazine, still it's going on. -70,000 visitors during Milano Design Week -Top 20 Milano Design Week by Designboom -Milano Design Week Official Award: Milano Design Award 2017 Winner(the 1st prize) -680 Media Coverage(standard in 17th of April) -8,000 + @ Social Media Channel Postings

Target audience: As 75% of visitors in Milano Design Week have careers in design or journalists related design channels, we approached the way to communicate with those visitors – Installation through collaboration with most suitable and world-wide artist.