In the marketing field, the term/concept of ‘Universe’ is on trend. 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. KWANGYA is a medium of connection with fans and the most valued concept.
‘Kwangya@seoul’ is a space that embodies KWANGYA universe where the visitors can experience the universe itself with business as well as advertising purposes with emphasis on physical space.

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 matrials, bold media wall, and transparent media panel(LG Transparency panel).

The space before entering looks like a simple purple space seen through the gap between the colored 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. The mood of the space changes as the media contents shift to create a space-like, or ‘KWANGYA’-like space, but from time to time the artists’ clips playing help generate a whole new different space to the fans. 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. The display utilizes the material’s characteristic of changing tendency depending on the intensity of light, just like the interrogation room from the movies. 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.

‘Kwangya@seoul’ was not meant to be a place that overcomes physical reality. It is a space that Presents KWANGYA world and conveys a message that the fans can meet the artists not only in this space but also at home, or in daily life.