CJ CGV has completed the renovation of its ultra-large digital billboard 'K-POP LIVE' at Gangnam Eyes in Samsung-dong, Seoul, and has begun full-scale operations.
Gangnam Eyes is Korea's first free outdoor advertising display zone. It was created as a complex cultural space and a global media landmark that combines ultra-large digital media, media art, and K-pop content.
First unveiled in 2018, 'K-POP LIVE' is an ultra-large outdoor medium using a large curved LED, and has established itself as one of the digital landmarks representing Gangnam. Showcasing immersive content such as anamorphic video and FOOH (Faux Out of Home), it has led Korea's digital out-of-home (OOH) advertising market. In 2020, it drew worldwide attention with 'WAVE,' produced with global media art company d'strict. Since then, it has become a destination sought by domestic and international tourists by presenting K-pop artist content and various media art.
This renewal was carried out in collaboration with Kinoton. The newly renovated 'K-POP LIVE' delivers 12K ultra-high resolution and a brightness of up to 12,000 nits, providing clear image quality even under strong sunlight. Considering the viewing angle, the three-dimensional effect of anamorphic content has been further strengthened, and it is characterized by an immersive quality that makes it feel as if actual space is expanding. In addition, it has enhanced eco-friendliness by reducing maximum power consumption by about 9% compared to before.
To mark the renewal, new media art content will also be unveiled. Works of about five minutes each, including 'NIGHT FISH' produced together with d'strict, Palomino's 'Go,' and Beta Creative's 'WIND CHIME,' will be screened at one-hour intervals starting from 6 p.m. on July 1. CJ CGV plans to continue presenting various media art and brand content going forward.
Lee Tae-hoon, head of CJ CGV's advertising business division, said, "'K-POP LIVE' has grown beyond an advertising medium into a digital landmark representing the city and a media art platform. With this renewal as an opportunity, we will provide a differentiated experience to both advertisers and citizens through superior image quality and immersive content."
Meanwhile, CJ CGV operates the media art platform 'LED.ART' together with d'strict and is also developing a premium media art licensing business.
