APEC Korea Week | China-South Korea Cultural Exchange Campaign

Project Overview

Developed for APEC Korea Week, this project explored cultural exchange through an immersive spatial system.

The design transformed the exhibition into a journey of interconnected “stations,” each representing food, music, fashion, and visual culture, allowing visitors to experience culture dynamically rather than statically.

Design Highlights

1.Urban Metro-Inspired Spatial Logic

Inspired by Seoul’s metro network, the exhibition layout guided visitors through a continuous flow, emphasizing movement, connection, and cross-city dialogue.

2.Thematic Cultural Stations

Each station offered interactive installations and visual narratives, immersing attendees in diverse cultural dimensions.

3.Narrative-Driven Visitor Experience

The design reframed cultural presentation as a “moving urban experience,” engaging participants physically, visually, and emotionally.

Project Outcome

The project successfully transformed cultural exchange into an experiential journey, enhancing audience engagement and promoting cross-cultural understanding.

The immersive spatial narrative created a memorable, shareable experience while highlighting the depth and diversity of APEC member cultures.