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EXHIBITION


Communication

THE SUBWAY GRILL SHELF

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Extra Form
Year 2016
Award WINNER
Affiliation Hongik university
Designer DONGEON LEE
Description(English) By looking into the formal similarity between the shelves in the subway and the grills used for making Burgerking Whopper’s genuine beef patty, the ambient installation on the shelves creates a metaphorical scene of grilling the patty. On the panels used for subway advertising, an image of a chef grilling and cooking will be attached. This generates an illusion of a patty being cooked on the subway shelf when the passengers have a glance on the upper side of the subway. Another advertisement frame underneath the shelves contains an image of a Burgerking Whopper as well as the word “Sizzle”, enabling the visualization of cooking sound. The advertisement stimulates the viewer’s appetite and leads to immediate purchase of the product. The joyful experience through the ambient design will make the passengers of the subway turn into the customers of Burgerking.
Description(Native) 버거킹 와퍼의 특징인 100% 순 쇠고기를 직화 방식을 어필하기 위해 지하철 내 선반과 그릴의 형태적 유사성을 발견하였고, 그곳에 패티 모양의 엠비언트를 설치하여 마치 그릴 위에서 구워지고 있는 듯한 모습을 연출합니다. 지하철 내 홍보 매체인 내부모서리 광고판에는 그릴을 굽고 있는 요리사의 이미지를 부착하여 승객들이 아래에서 위를 올려 보았을 때 선반에서 패티를 굽고 있는 듯한 착각을 들게 합니다. 선반 아래의 액자형 광고판에는 버거킹 와퍼의 이미지와 함께 패티가 구워지는 소리인 '지글지글'이라는 의성어를 넣어 청각을 시각화했습니다. 광고를 보는 승객들의 식욕을 자극하여 즉각적인 구매를 유도할 수 있습니다. 재미있는 엠비언트를 통한 경험은 지하철 안의 승객들을 버거킹의 고객으로 바꾸어 줄 것입니다.
  1. HEART

  2. Death Preventer(for fish)

  3. BaoWOW!

  4. La Station Cafe

  5. Innovation leads to a Better Earth

  6. Bag Vacuum

  7. UPSIDE DOWN BABY CHAIR

  8. KITRONE

  9. WS 51

  10. elago W2 Nightstand

  11. 3D Finger Map

  12. Nuvola - The Smart Umbrella Stand

  13. Magnet Brush

  14. Wander

  15. December Drip Coffee

  16. Easy to use pot

  17. 'Johnny' Eyewear Design

  18. Curling Iron Package

  19. Tebashi - Korean traditional soybean paste & red pepper paste miniature set

  20. Scubar

  21. Fence

  22. Nature Mark

  23. Artistry Master Eexhibition Brand Design & Identity

  24. Rubber socket

  25. Life style sunshine residents

  26. Folding Fan

  27. Mirror Toothbrush

  28. Camelly - Jewelry

  29. THE SUBWAY GRILL SHELF

  30. Reverse umbrella

  31. BODY FIT

  32. EZEGG

  33. Swing Tour

  34. There is light

  35. StikCharge

  36. ROBOT TEACHING PANDENT TP-E

  37. Bicycle Guardians

  38. Everlasting Moments

  39. DRLL AID

  40. Thrio

  41. TRIPLE ABSORBER

  42. Share-refrigerator

  43. loofah rolls

  44. Variation Roadster

  45. Dolphin

  46. Treehole - Bluetooth voice message receiver

  47. Villa Monte Rosa

  48. The Vineyard

  49. Blood Analyzer

  50. Smart table

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K-Design Award breaks away from formative simplicity and complexity and grants true value on the potentials of creation into products as well as outstanding ideas which are specified with great design. With this aim in mind, we are anticipating different works, which consist of the best ideasandare created by designers, companies, design organizations, and design studios, that are constructed into exceptional forms of design.

 

 

 

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