A TASTE OF HOW YOU FEEL
An emotion kiosk paired each result with a colour and flavour, turning a personal response into something to taste and share.
FLAGSHIP LAUNCH / BRAND EXPERIENCE
WORLD SPACE
SEOUL
100% HUMAN
An opening
with a human touch
Concept to delivery, led by Myounghee Kang
In-house at Tools for Humanity
01 / THE BRIEFA HUMAN WAY
A HUMAN WAY
TO MEET WORLD
World was opening its Seoul flagship. The goal: turn an unfamiliar brand into a place people wanted to enter, explore and participate in.
“100% Human” brought what it means to be human to life through an exhibition and hands-on experiences, with the atmosphere of a gallery opening. A launch night and eight-day pop-up introduced the space, with a visitor journey designed to lead naturally into Orb verification.
The launch sparked interest beyond the space, while its experiences became part of the flagship’s ongoing programme.
02 / THE EXPERIENCEWHAT IT MEANS TO BE HUMAN
FEEL SOMETHING
LEAVE SOMETHING
Emotion, a heartbeat, a little self-expression. Personal experiences made World’s purpose tangible.
A HEARTBEAT, A HANDPRINT
After measuring their heart rate, visitors left a hand drawing on the wall—a growing guestbook made by the people in the room.
MAKE IT YOURS
Visitors mixed colours and parts into a personal keyring—a little piece of the experience to take with them.
TITLES ATELIERFROM AN ARTIST’S WORLD
FROM AN ARTIST’S WORLD
INTO YOUR OWN
My collaboration with New York-based TITLES brought Korean artists Yaloo, Goyong and Mr. Misang onto the platform. Visitors could see their original works, then use its AI tools to create and print a personal artwork.
A work to take home
A reason to make it yours
THE OFFLINE FUNNELCURIOSITY HAD
CURIOSITY HAD
SOMEWHERE TO GO
I connected the experience design with the conversion journey: a World App stamp tour, activity rewards and on-site guidance gave visitors a natural route into Orb verification.
- 01Explore the exhibition
- 02Take part through World App
- 03Complete Orb verification
03 / CREATOR CAMPAIGNFROM THE ROOM TO THE FEED
GOOD COMPANY
WORD GETS AROUND
Press, lifestyle and tech creators, and rising K-pop group CLOSE YOUR EYES brought different audiences into the launch. Visits were built around participation, giving each guest a personal story to share.
Selected stills from creator campaign content
CLOSE YOUR EYES / ORB BAG WORKSHOPTHEIR OWN TAKE
THEIR OWN TAKE
ON THE ORB BAG
The group customised Orb Bags in a hands-on workshop. Created through a collaboration between Tools for Humanity and a New York creative studio, the sculptural bag became a canvas for the members’ own expression.
Inside, a workshop
Outside, a gatheringFan attention and organic sharing carried the opening beyond the people invited into the space.
04 / THE IMPACTWHAT THE LAUNCH SET IN MOTION
BEYOND OPENING NIGHT
- A more approachable World
Visitor feedback reflected a clearer understanding of the brand; participation extended into World App use and Orb verification.
Reviewed through visitor feedback, mini-app activity and completed verifications- Interest beyond the room
Creator content and fan sharing prompted visit intent and people tagging friends to come along.
Reviewed through content engagement, organic sharing and audience responses- A programme with a next chapter
The pop-up experiences continued as regular flagship programming, giving future visitors more ways to engage with the space.
Reflected in the continuation of on-site programming after launch
PROJECT NOTES / 001
THE DETAILS
- BRAND / SPACE
- World / World Space Seoul
- WHEN / WHERE
- August 2025 / Ikseon-dong, Seoul
- LEAD & SCOPE
- Myounghee Kang, in-house at Tools for Humanity (TfH)
Concept and experience direction, partner selection, offline funnel, creator campaign and end-to-end launch delivery - BUILT TOGETHER
- Global Marketing & Design teams, local agency and production partners, TITLES and Korean artists, creator and media partners