Digital technology company “D’strict” has built an interesting and original giant digital installation of what is described as the world’s largest anamorphic illusion in Seoul’s Coex Square. The installation titled “Wave” is located on the facade of the SMTown Coex Artium.
The Gangnam-gu area in Seoul is known as the Korean version of Times Square and is the country’s first free display outdoor advertising zone. Here, large LED screens have been installed on the walls of large buildings that create an electronic screen for 18 hours a day that shows content based on the iconic South Korean waves, those related to South Korean culture.
With the largest, high-definition outdoor advertising screen in South Korea, measuring 80 meters wide and 23 meters high, COEX is a convention and exhibition center that functions like a gigantic shopping mall. The location is also sometimes known as K-pop Square, as the screen often features K-Pop content.
An anamorphic illusion or anamorphosis is a distorted projection that is revealed once a specific point of view is occupied. D’strict used this principle to create the wave, a wave that is projected onto giant screens, crashing against imaginary glass, making passersby feel as if the wave is literally engulfing them. The multimedia installation results in a powerful experiential project that integrates virtual content and digital technology in an architectural environment.
From the viewer’s point of view, it seems that the force of the water is about to break the glass and flood the somewhat empty streets, which by the way are empty due to the COVID-19 pandemic. As fascinating as it is, the installation is completed with audio that generates an immersive experience.
This is definitely an interesting example of the use of video in public spaces in a creative way that transforms the message into something playful integrated into the architecture.