K-CONTENT EXPERIENCE
The Best Korean Menu Is on Netflix.
Korean food has always played a supporting role in K-dramas. We decided to make it the main character. Built around the idea that the best Korean menu is on Netflix, we transformed iconic dishes from the platform's K-series into an immersive gastronomic experience in Chile.
As Creative and Art Director, I led the project from concept to execution, shaping its creative narrative, spatial design, visual identity, and audiovisual direction. The result was a three-part journey that brought Korean pop culture, food, interactive technology, and storytelling together in one cohesive experience.
The journey began in the vibrant atmosphere of a Seoul night market, where Korean street food stalls, karaoke booths, selfie studios, and immersive photo opportunities invited guests to explore, play, and create their own content. More than an introduction, this first encounter brought the energy of Korean entertainment into a space designed for discovery and participation.
At the heart of the experience was a multi-course dinner conceived as a sequence of stories. Each dish was paired with a different K-series, transforming the venue into a cinematic environment through synchronized wall projections and custom table mapping. Interactive visuals responded to guests' movements and their engagement with the food, creating a personalized layer of storytelling that evolved with every course. The challenge was to orchestrate gastronomy, content, technology, and interaction into a single narrative, turning a traditional dining format into a living, responsive experience.
For the final act, guests followed a graphic journey through the streets of Seoul, arriving at a Korean-inspired convenience store. There, a simulated shopping experience invited them to browse the shelves and take home merchandise, Korean snacks, and drinks. A final touchpoint designed to extend the story beyond the venue, transforming a fleeting experience into something guests could take into their everyday lives.
