LGU+ 'Ilsangbi Ilsangui Teum' Wins Two iF Design Awards

LG Uplus announced on the 24th that the MZ generation-oriented community ‘Ilsangbi Ilsangui Teum by U+’ won two awards at the ‘iF Design Award 2023’.

The ‘iF Design Award’ is an international design award hosted by the German International Forum Design, and is considered one of the world’s top three design competitions alongside Germany’s ‘Red Dot Design Award’ and the United States’ ‘IDEA Design Award’.

At this award, Teum by U+ received the main prize (Winner) in two categories, ‘Customer Experience (UX)’ and ‘User Interface (UI),’ for the excellence of its spatial solution leading digital customer experience innovation and its dedicated app. In the UX category, the ‘Digital Hyper Forest’ featuring interactive media solutions was selected, and in the UI category, the dedicated mobile app for Teum by U+ was chosen as the winning work.

First, the Digital Hyper Forest located on the first floor of Teum by U+ is a ‘digital forest’ that provides an experience as if entering a vast forest right in the middle of the heavily trafficked Gangnam Station area. It features a large interactive media wall measuring 29 meters wide that responds to customer behavior, and real-time rendering technology that converts 2D into 3D, adding grandeur and vividness similar to an actual forest.

Opened in 2020, Teum by U+ set its concept as ‘urban rest’ to provide MZ generation customers with a space that is everyday yet dreams of the extraordinary. It built the Digital Hyper Forest in collaboration with advertising company HSAd and interactive content development specialist I M FINE inc.

Additionally, to strengthen the brand identity of ‘a communication space that offers extraordinary experiences in ordinary daily life,’ the dedicated app for Teum by U+ was enhanced to extend offline experiences online. Beyond providing trend, culture, and art content from various fields, the app enables two-way communication with other users through interactive functions such as ▲‘Voting’ to share preferences ▲‘Image Participation’ to share experiences ▲‘Opinion Participation’ to share opinions.

The app’s usability was also greatly improved. Moving away from the previous method of simply listing content in chronological order, it now offers user data-based lists such as recommended content per user and content sorted by number of views. Furthermore, content that was previously provided in different formats is now categorized by theme so users can easily grasp information before consuming the content.

LG Uplus plans to continuously innovate customer experiences unique to Teum by U+ by linking offline and digital, as well as offline and online. In fact, Teum by U+ has hosted pop-up exhibitions with various brands from IT companies like Galaxy and Apple to New Balance, Lego, and Hyundai Motor Company, showcasing new interactive content and campaigns each time according to the pop-up concept.

Kim Darim, Head of Marketing Strategy at LG Uplus, said, “We are pleased that Teum by U+ has been globally recognized for its digital customer experience innovation by winning main prizes in two categories at the ‘iF Design Award,’ one of the top three design awards.” He added, “We will continue to lead marketing trends centered on customer experience and keep innovating customers’ online and offline experiences.”

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