case study
A visual feast
Korean shopping mall sets a new retail standard
with unique Absen LED freestanding centrepiece
By Absen Europe – www.absen-europe.com
Situated in Seoul, Starfield Goyang is the
third and latest Starfield mall to open
on the outskirts of the South Korean
capital, and Starfield’s new shining star.
As the largest indoor shopping theme
park in the region, Starfield Goyang
includes the Shinsegae department
store, a wholesale discount store, an
Aquafield spa and water park facility, as
well as sports facility, a cinema and other
entertainment venues.
Covering over 135,000 square metres
with 560 global and domestic brands
and many restaurants and eateries, the
mall boasts a 280-metre long skylight
providing natural lighting. In order to
provide shoppers with an unforgettable
shopping experience, Starfield imagined
a breathtaking, 15 metre tall, curved-
edged LED display tower featuring
Absen LED technology, acting as the
centrepiece of the new shopping centre.
Boasting mesmerising content courtesy
of content creation experts Moment
Factory, this impressive focal point for
the venue was installed by Absen’s
Korean retail marketing value added
partner (VAP) Asone.
Eye-catching visuals
Capturing the shoppers’ eyes on the
vast curved LED tower is a stunning
visual feast created by Montreal-
based multimedia studio Moment
Factory, with the aim to showcase high
calibre advertising as well as fantastic
video effects. Moment Factory was
commissioned by the client to create
a clip reminiscent of the flamboyant
Hollywood musicals of the 1950s, adding
a characteristic twist to the story.
The Goyang Mall is Moment Factory’s
second Shinsegae Starfield project. The
previous year, Shinsegae had already
commissioned for a new-build shopping
mall, a free-standing, three-sided
LED feature. Sourced through other
hardware suppliers, the tower featured
90-degree squared corners, so Moment
Factory was keen to provide an even
more striking visual experience, making
the best use of the curved edges and
Absen’s LED product performance.
KIOSK solutions 15