Challenge

LED Cube, which was developed as Kumho Tire’s main attractor at the Auto Shanghai 2015 was a unique idea that could effectively deliver Kumho Tire’s distinctive attributes through media art in the form of a 3-dimensional LED cube. However, utilizing the resources efficiently and completing the project was quite a difficult challenge in real life. There were similar types of LED installations in the past but in most cases, content delivery and interactive functions did not meet the spectators’ expectations. So to realize a system for LED installation that could express the 3-dimensional space as well as intuitive interaction, Aniframe began by analyzing domestic and international cases.

LED

Attractor media installed in the exhibit hall

Media art that utilizes Kumho Tire's unique characteristics

Frame Out

Through intensive R&D, Aniframe identified the optimal LED material and found the most efficient way to install the material in the form of a cube. At the same time, the firm also collaborated with the ad agency to develop a creative idea that could best express Kumho Tire’s attributes in a 3-dimensional cube. The finished cube media was first introduced at the Auto Shanghai 2015 and the attraction not only attracted a lot of people at the show but was also recognized as an outstanding media art that enhanced Kumho Tire’s innovative image.