The term ‘Universe’ refers to a marketing technique by setting up a brand-new virtual world where one believes there is a certain set of elements and backgrounds unique to one brand, and through such concept, one can connect deeply and actively with the consumer. SM has been seeking to present such a concept and has launched KYWANGYA, a universe that connects with international fans and is further portraying different stories supported by SM. In SM’s KWANGYA, one is free to head anywhere, become anything, and is a place of infinity-free from all physical limitations. 

NiiiZ Design Lab implemented the concept of a Parallel Universe in one space which also gets expanded into separate spaces to convey the theme of infinity in real space. Therefore, following the concept of 'one infinite space in one time zone', we intended to express the infinite universe of KYWANGYA of SM Entertainment.

Such design concept was carried out through flexible layout, dual-quality materials, bold media wall, and transparent media panel. The space before entering looks like a simple purple space seen through the gap between the coloured glass installed at the gate right before the visitor enters the space, but upon entering the space the visitor meets constantly changing media wall and versatile interior arrangement as if it is a whole new different space. 

Also, the circular rails installed allow multiple placements of the objects, as well as the circular installment on the ceiling made from reflective metals, reflect the visuals on the floor. Inside the space, the installment becomes even more dramatic with the exaggerated design concept. 

The glass panel placed on the ceiling and the floor consist of one-way mirror and transparent media display. The one-way mirror on the ceiling becomes a glass-like medium (transparent glass) if the light is on and if the light is off, it becomes a opaque mirror. Normally the artists’ videos are played, and during this time the inner light on the ceiling maintains an appropriate amount of light, and during the event, the glasses change from a transparent to a reflective state so that the elements appear to reflect infinitely to create a new mood of the space. 

On the floor, LG Transparency panel was installed along with the glasses, and inside the materials, white sand is shown with the media at the same time as if an actual video is being played on the sand and if there is no media being played then it tends to reflect just like the ceiling to suggest an infinitely reflecting KWANGYA universe. 

At the center of the zone, a tunnel-like structure is layered together This tunnel is derived from a wormhole motif and is popular among the fans as a photo spot, while on the opposite side, the media displayed creates the favorite artist background and SM KYWANGYA illustrations. Just like the dual-trait objects, wormhole tunnel, and the media, we intended to emphasize the concept of ‘One infinite space sharing the same time zone’.