Kinetic Media Art  / Branded

The Glass Media Art

CES 2024 / USA, Las Vegas

Kinetic Media Art / Branded

The Glass Media Art

CES 2024 / USA, Las Vegas


Challenge

At CES 2024, we presented kinetic media art featuring LG's world's first transparent, wireless 4K OLED TV (77-inch LG Signature OLED T). We maximized the new experiences of transparency and the value of wireless with the concept "The Glass," integrating content, space, sound, and operation for a comprehensive presentation.

4K wireless OLED T + motion mechanism Kinetic scenarios matching the ON/OFF transitions of the TV and its motion mechanism

Entrance of the CES LG booth (W 12M x D 6M) Immersive content and sound structure designed to be the first thing visitors experience

Content planning and execution to effectively highlight the OLED's picture quality, transparent material, and kinetic movement



Process

We designed a sequence emphasizing the excellence of self-emissive OLED technology, from monochrome to vibrant colors, and the evolution trajectory of the TV, revealing a vast space beyond the TV. By researching materials that enhance transparency and dynamically portraying the TV's transitions with its screen moving up and down (e.g., a swirling wave splitting vertically), we symbolized the dawn of a new era with the appearance of the transparent TV.


Frame Out

From 3D art planning and design to kinetic moving simulations, 15.1 channel surround sound planning, and on-site testing, we meticulously executed each step for a successful content exhibition. Externally, we received high praise for presenting content that offers new experiences transcending visual and spatial boundaries. 

The TV structures we’ve built for exhibitions have always felt like walls blocking the path. This video captures various performances of the product through transparency and opacity, fusion, and disintegration. At the moment the massive stained glass stands at the entrance of the exhibition hall, we wanted to give the impression of stepping into a new architectural space, rather than just an exhibition hall.


Producer / Lee Chang Ik

Client l LG Electronics

Agency l HSAD

Executive Producer l Lee Chang Ik

Planning l Jin Ka Hee

Director l Lee Young hun

Art Director l Gu Han Eul

3D,2D Designer l Oh yong taek

Edit & Composite Supervisor l  Do Byung jo


Tag l #미디어아트 #키네틱 #전시공간 #전시영상 #솔루션 #고화질 #기획 #제작 #3dart #콘텐츠 #content #LG전자 #투명올레드TV 

#LG시그니처올레드T #lgoledtv #oledtv #LGSIGNATUREOLEDT #2024LGOLED, #ces2024 #wirelesstransparentTV


Challenge

At CES 2024, we presented kinetic media art featuring LG's world's first transparent, wireless 4K OLED TV (77-inch LG Signature OLED T). We maximized the new experiences of transparency and the value of wireless with the concept "The Glass," integrating content, space, sound, and operation for a comprehensive presentation.

4K wireless OLED T + motion mechanism 

Kinetic scenarios matching the ON/OFF transitions of the TV and its motion mechanism

Entrance of the CES LG booth (W 12M x D 6M)

Immersive content and sound structure designed to be the first thing visitors experience

Content planning and execution to effectively highlight the OLED's picture quality, transparent material, and kinetic movement


Process

We designed a sequence emphasizing the excellence of self-emissive OLED technology, from monochrome to vibrant colors, and the evolution trajectory of the TV, revealing a vast space beyond the TV. By researching materials that enhance transparency and dynamically portraying the TV's transitions with its screen moving up and down (e.g., a swirling wave splitting vertically), we symbolized the dawn of a new era with the appearance of the transparent TV.