LG CNS Wins Germany iF Design Award: "Designing IT Sensibility"

[Asia Economy Reporter Buaeri] LG CNS's marketing solution 'B.E.A.T' applied at its Seoul Magok headquarters won the 2020 German iF Design Award in the 'Service Design' category.

According to LG CNS on the 17th, B.E.A.T is a marketing solution developed by LG CNS to provide an optimal briefing environment. It features spaces and flow lines that maximize audience immersion, a briefing controller that allows presenters to conveniently adjust all environments, and IT new technologies that help the audience's understanding.

B.E.A.T was applied mainly to the 1st floor Demo Circle Room and the 9th floor Media Hall, which are spaces for briefings. For example, the 1st floor Demo Circle Room is built with a circular-shaped room equipped with a wide full screen so that the audience can feel as if they are inside the screen.

The briefing controller in the form of a presentation podium was developed with a double-sided OLED display so that the presenter and the audience can view different screens while conducting the presentation. The presenter can adjust the indoor lighting, sound, and screen according to the presentation situation through the controller. The screen, which can be divided into multiple sections within the resolution limits, helps the audience easily understand difficult IT content. Half of the screen introduces LG CNS's artificial intelligence (AI) technology, and the other half shows a simulation of the field where AI technology is actually applied, enabling the delivery of information that resonates with the audience.

Yoo Ji-yeon, head of the Strategic Planning Team who planned the project, explained, "No matter how excellent digital technology is, it only has meaning when harmonized with people," adding, "The design that harmonizes LG CNS's top technology with analog human emotions and behaviors gained empathy."

This content was produced with the assistance of AI translation services.