S.F - SENSES OF THE FUTURE : TOKUJIN YOSHIOKA X LG

TitleS.F - SENSES OF THE FUTURE : TOKUJIN YOSHIOKA X LG
BrandLG CORP.
Product / ServiceLG OLED TECH
CategoryC03. Exhibitions / Installations
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Idea Creation 2 TOKUJIN YOSHIOKA DESIGN Tokyo, JAPAN
Production HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
TOJUHIN YOSHIOKA TOKUJIN YOSHIOKA STUDIO ARTIST/DESIGNER

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

There were inexpectant results even though we had paid at least media. -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) - The first winner among Korea Brand -680 Media Coverage(standard in 17th of April) -8,000 + @ Social Media Channel Postings

Explain why the method of promotion was most relevant to the product or service

This campaign starts from the thought that how LG’s most advanced OLED technology can change human life. We did art collaboration and made installation exhibition with the artist who has specialty in using light, Tokujin Yoshioka. We aimed that visitors to experience the artwork onsite during Milano Design Week 2017.

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.

Links

Video URL