Our regular feature, brought to you in association with Strange Nature gin from New Zealand, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
SOUTH KOREA. “Tradition meets fantasy, and the holiday spirit comes to life in a spectacular display of lights and imagination.”
That’s how Shinsegae Duty Free describes the subject of today’s photo selection – the 2023 edition of Shinsegae’s renowned Christmas media façade at the Korean retailer’s landmark building in Myeong-dong, Seoul.
The site, home to the famed Shinsegae Department Store flagship and Shinsegae Duty Free, features a media façade of unprecedented scale, incorporating an extraordinary 3.75 million LED chips.
The façade, which covers the main store’s entire exterior, transforms the famed building into a colossal 63x18m screen, providing an immersive and vibrant experience for onlookers.
Under the theme ‘Shinsegae Theater: From legacy to fantasy’, the installation showcases a Christmas fantasy world featuring a dazzling array of captivating visuals, including a magical journey with miniature soldiers, Rudolph, teddy bears, a gift train, and an ice rink surrounded by Christmas trees.
“The allure of Shinsegae’s display has turned the area into a festive destination, adding to the holiday cheer,” the company said.
Adding to the festive ambience, the soundtrack features a collaboration between Shinsegae and local composers, blending Mozart’s Piano Concerto No. 22 with Christmas carols. The video, available for viewing until January 31st, can be enjoyed both at the store and on Shinsegae Department Store’s official YouTube channel (https://www.youtube.com/@ShinsegaeDep).
Shinsegae has also taken steps to minimise environmental impact while enhancing the visual spectacle. Approximately 3.5 million LED chips from the previous year were reused, and the steel frame structure was recycled, demonstrating the retailer’s commitment to sustainability.
To ensure the safety of the crowds gathering to witness the media facade, Shinsegae has implemented comprehensive controls, including the installation of fences around the main building and adjacent structures, as well as the strategic placement of safety and traffic personnel at key locations.
While the installation is in place, Shinsegae Duty Free is holding a promotional event in conjunction with Alipay+ and Korea Tourism Organization’s Hong Kong Office (https://url.kr/gh4u8w) for tourists. ✈
