The Gangnam-Gu area of Seoul is the Korean version of the famous Times Square. Here, large LED screens have been installed on the walls of large buildings, which spend 18 hours a day advertising. One of the best known in the Korean city of Seoul is the COEX Artium. A huge display measuring 80 meters wide and 23 meters high, this screen envelops the building and showcases content that has been gaining worldwide popularity.
For this screen, d’strict, a Korean design studio has created a user-centric experience by integrating both content and digital media technology, creating an anamorphic illusion projection appropriately titled “Wave“.

A real wave that is projected on giant screens, hurling itself against the glass, scaring passers-by as if the wave literally swallowed them up.
Definitely an advertisement not for the faint of heart, this wave is impressive both in its technicality and in its impact.
From the video, it seems that the force of the water is about to break the glass and flood the streets a bit ’empty, the installation is completed with audio that generates an immersive experience.