THE PROJECT

To expand the K-POP fan experience through a fusion of emotion and technology, SM Entertainment and Iriver introduced their collaborative brand, Astell & Aspr, at CES. In an arena where technological innovation is the standard for competition, I planned an exhibition that combined Iriver's hardware expertise with SM's content assets. By analyzing the streaming habits and app-based consumption patterns of global fans, I designed a phygital(Physical+Digital) experience strategy that integrated the ‘Everysing’ app with physical installations. This resulted in an immersive brand environment where the artist's music, imagery, and sound interactions were seamlessly embedded throughout the space.

Impact: CES content presence · K-POP as a tech differentiator · New partnerships secured