Communication

THE SUBWAY GRILL SHELF

Extra Form

Country	KOREA
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.

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