Shinsegae said on the 6th it will unveil a Christmas video themed "a magical world that connects time" on "Shinsegae Square," the giant media facade on the outer wall of its Myeong-dong main store in Seoul.
The video will run daily from 5 p.m. to midnight, aiming to deliver a message of gifting a "year-end full of happiness" to citizens moving through the city center and foreign tourists.
Shinsegae Square, which drew more than 1 million visitors last year, is expected to cement itself again this year as a leading year-end attraction with an even grander scale and visuals. In this approximately three-minute video, "Puvilla," a character inside Shinsegae Square decorated with Christmas ornaments, greets visitors, and dazzling jewelry and a dinner table appear to add visual delight. Next, a giant gift box opens under golden lights, and fireworks unfold to heighten the excitement of the season. The video ends with a warm message wishing that "everyone's year-end will be filled with wonder and happiness."
This media facade, expanded by 61.3㎡ from last year to a total of 1,353.64㎡, has been reborn as an ultra-large digital screen the size of three basketball courts combined. The video's music was produced in collaboration with the Czech Philharmonic Orchestra. A group of about 60 members recorded reinterpreted pieces of Christmas carols and Beethoven's Symphony No. 5 at Dvořák Hall in Prague, adding grandeur.
In particular, this year actively implements the "anamorphic" technique using optical illusions to maximize three-dimensionality. Visitors can feel immersion and a sense of presence as if invited to the dinner table in the video.
Vice President Kim Seon-jin, head of sales at Shinsegae Department Store, said, "We directed a special piece of media art with the hope that every moment of visiting Shinsegae will be filled with happiness," adding, "With direction that combines beauty and originality, it will establish itself as a must-visit attraction at year-end."