Digital pop art for a 30-metre-high department store facade
Seoul, South Korea
The South Korean luxury department store The Hyundai invited Universal Everything to direct a series of video artworks for a 30-metre-high LED video wall covering its facade in Seoul.
Superconsumers is a response to the luxury consumer products on sale within the department store. Universal Everything created a series of extreme digital-pop-art amplifications of these products, bringing them to life as a diverse, animated parade of characters – from metallic puffer jackets to elaborate jewellery, gastronomical creations to bold floral arrangements.
New chapters in the Superconsumers series will be revealed over the coming months throughout spring 2019.
Creative Director: Matt Pyke
Developer: Chris Mullany
Senior Producer: Greg Povey
Available for licensing, screenings and exhibitions