LG Electronics Flagship D5, located on Dosan-daero in Seoul, reimagines the flagship retail experience through an exterior that merges materiality with technology. Designed with a terracotta facade that evokes warmth and craftsmanship, the building transforms this traditionally static surface into a dynamic media presence. VIA supported the development of the facade’s media system, exploring how terracotta, which is an inherently opaque, heavy material, could serve as a responsive visual layer for brand expression.

Through extensive research, prototyping, and technical calibration, we helped establish a system that allows the terracotta panels to operate as a media screen while maintaining their architectural integrity. This integration enables LG’s flagship to project subtle light, motion, and storytelling directly onto the building envelope, enriching the streetscape both day and night. The result is a facade that is not merely a backdrop, but an active interface—one that bridges architecture and digital identity to define a new typology of flagship experience.