MAGOK LEWEST Media Facade Immersive Media Art Campaign

Located at Magoknaru Station in Seoul, MAGOK LEWEST is a major mixed-use landmark featuring hotels, convention facilities, and commercial spaces. Its exterior is equipped with Korea’s largest transparent LED media façade, providing a unique platform for large-scale immersive media art experiences.
This 90-second media artwork was created specifically for the architectural characteristics of the MAGOK LEWEST façade. Structured through seven seamlessly connected sequences (#S1–#S7), the content delivers a dynamic visual narrative while subtly communicating brand values. A red-based color palette inspired by the brand identity is applied throughout the work, ensuring visual consistency and strong recognition.
The artwork incorporates iconic landmarks and symbolic elements associated with the brand, including Lotte World Tower, Lotte World, and Lotte Aquarium. These familiar references are naturally woven into the storytelling, reinforcing the brand’s presence while maintaining an engaging artistic experience.
The project fully utilizes the unique three-sided media wall structure, which combines ultra-large-scale displays, transparent LED technology, and anamorphic visual effects. The opening sequence begins with a single point of light that traces the architectural lines of the building, gradually expanding into colorful grids and illuminated surfaces.
As the narrative develops, the content transitions into immersive three-dimensional scenes that create a powerful sense of depth. Floating characters, natural landscapes, cosmic environments, and whales moving through space generate striking visual illusions that extend beyond the physical dimensions of the building.
A key creative feature of the project is its reinterpretation of the façade’s existing grid pattern. Rather than concealing this structural element, the design embraces it as an integral part of the visual language. Combined with the transparency of the LED display, this approach creates a seamless relationship between architecture and digital content.
The overall narrative presents MAGOK LEWEST as a hub that connects people, places, and ideas, symbolizing innovation and limitless possibilities. The experience concludes with the message, “Endless Imagination, A New Beginning,” leaving visitors with a memorable and inspiring impression.