In 1988, Dialogue in the Dark premiered in Germany and since then, there have been exhibitions in more than 150 cities across Asia, Europe and America. Over 6 million visitors worldwide have experienced what it means to hear, smell, taste and touch things without being able to see them.Permanent exhibition in Korea was presented by NAVER, Korea’s No.1 portal.

1. Differentiate by discovering a truly authentic brand identityIdentity Key motive: Black&white, AfterimageSeeing that the original design identity could not relate to the extraordinary experience, customisation was focused on finding the authentic brand identity. Discovering the key motives – black & white, afterimage – it was applied to the new logo, official website, space design and brand products.2. Promotions for maximizing curiosity and viral effects using web mediaPromotion Key motive : move, sympathize, spreadTargeting culture-appreciating people in their 20s and 30s, internet was used as the main channel to spread this touching experience.

Recording 509,382 online banner clicks in just 10 days, more than 3000 SNS postings virally spreading, Dialogue in the Dark aroused curiosity about experiences in total darkness. Receiving wide press coverage, it sells 80% of weekday tickets (100% of weekend tickets) in advance and despite the limitation of 180 visitors per day, a total of 4,166 people experienced the exhibition, setting a remarkable record in Korea. More than 500 blog and cafe posts can be found and over 2500 people are registered on the guest book, still spreading positive comments.