Department stores sell a single show-window to a brand, which exhibits the same product for a month. The idea began with the hypothesis of changing the display several times a day. Furthermore, how about displaying several brands in turn over a period of time rather than a single brand? If different looks are shown every day, and the actual product and its advertisement are simultaneously displayed, it could attract the gaze of consumers. If a beautiful concept image that matches the brand is displayed along with the product, The Hyundai believed it could contribute in improving not only the interior design but also the brand image.

The overall media concept was ‘Frame’. The hundreds of brands and various spaces that filled Hyundai Department Store were drawn out by the display characteristics which combined Digital VM. Within this ‘frame’, the three forms that form the fundamentals of dimension, point, line, and plane, are developed into media art concepts and produced into images. Also, Digital VM applies a marionette in accordance with the spatial concepts of ‘antique’ and ‘curiosity object’ installed so that each display frame creates a different tone.

Digital VM is a retail media that combines transparent displays and regular monitors for the first time in Korea, which presents the future of the showcase as having evolved as an advertisement platform. In particular, department stores can take in and create any number of varying brands and events in one day and go beyond the limited expression of a season and brand. Show-window operational costs can be reduced to a 1/10 of the 20 million won it takes annually for a standard single brand and operate several brands simultaneously at that reduced level. Thus, many brands will be able to promote their products more active at department stores. The Hyundai Pan-gyo became the most digital-advanced retail place in Korea, and the successful benchmarking model.