SEOUL — The heart of Seoul's historic and commercial district, Gwanghwamun, has been dramatically transformed with the official launch of LUUX, a colossal media facade on the outer wall of the Dong-A Media Center. Dubbed the "Korean Times Square," the installation is set to elevate Gwanghwamun's status as a world-class cultural and media hub, captivating both citizens and international tourists.

LUUX: Korea's Largest and Most Dynamic Signage 

Officially inaugurated on October 15, LUUX (a portmanteau of 'Look' and 'Lux') is the largest electronic display in South Korea, boasting a total area of 3,000 square meters—roughly the size of seven basketball courts. This scale is double that of existing large-scale signages in popular areas like Gangnam's COEX or Myeongdong.

What truly sets LUUX apart is its pioneering design: it is the nation's first J-shaped cylindrical curved screen, providing simultaneous visibility from three key directions—north, west, and south—at the Sejong-daero intersection. This unique shape ensures maximum visual impact for visitors walking toward Gwanghwamun, Cheonggyecheon Stream, and the nearby city hall area.

The new landmark immediately drew international attention. Tünde Mezöry (57), a tourist from Austria, remarked, "The vibrant visuals as you walk toward Gwanghwamun are truly impressive. This giant screen constantly draws my attention."

Beyond Display: A Participatory Media Platform 

LUUX is designed to be more than a static billboard; it functions as an interactive, real-time media platform. It features a sophisticated live broadcasting system, allowing major events like K-Pop concerts, national ceremonies, and sporting competitions to be simulcast onto the massive screen.

This capability was demonstrated during the '2025 Seoul Race' marathon, held near Gwanghwamun on October 12. Utilizing drone and broadcasting vehicle technology, LUUX live-streamed the race, allowing the 12,800 runners to share the starting countdown and even capture real-time footage of themselves on the monumental screen. "The real-time countdown on the screen helped me focus more than in other marathons," said participant Yoo Chi-woong (33).

Blending Art, Technology, and the Cityscape 

LUUX officially launched with a selection of stunning media art content that merges advanced technology with creative expression. Key pieces include:

'I Will Give You the Universe,' a piece focusing on the theme of 'Challenge,' depicting a spaceship's journey and search for new possibilities in the cosmos.
'The Giant Lives,' a whimsical pop-art presentation of a giant with a balloon-like texture.
'The Music Box of Time,' a dynamic fusion of intricate clockwork, a delicate music box, and the energy of a circus, played every hour.
This influx of dynamic content is rapidly changing the urban landscape. The launch of LUUX, following the activation of the KT Gwanghwamun Building West facade in September, establishes a cluster of large media displays, solidifying the area's transformation.

Kim Se-hoon, a professor at Seoul National University Graduate School of Environmental Studies, emphasized the profound symbolism: "LUUX's installation at the intersection of Seoul's historical, cultural, and business center and the recreational Cheonggyecheon is a landmark event. It will enable content creators, marketers, and consumers worldwide to communicate across both the physical square and virtual space." Experts agree that the key to fully realizing Gwanghwamun's potential as the "Korean Times Square" lies in developing engaging, socially relevant, and interactive content that encourages broad public participation.

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