Situated in the second most visited neighborhood in Korea, Doota Mall approached us to enhance their show windows and plaza area. The collaboration resulted in artist Jiyen Lee's interactive sculpture that serves both as a conversational (as an artistic object inside the show window) and a practical (as a place of rest outside) piece.
We pitched a new initiative called DOOTART which would feature a series of creative collaborations between local artists and the Doota brand.
The color palette was inspired by the seasonal colors of autumn, each pixel made of eva foam material to reflect a feeling of comfort. Doota’s current and potential customers passing by the area are attracted to sit or lie down even, and look up at the blue sky view.
The artwork not only provided visual pleasure to otherwise an empty space, but also demonstrated business value through extended customer retention.
By increasing the dwell time of customers, we witnessed people utilizing the space to take photos, share images on their social media channels, go back inside the mall to grab a drink, and waiting to meet up with friends and family.
The installation was on view for F’17 season until November 19, 2017 at Doota Mall, Seoul, Korea.