Seoul Becomes a Living Canvas as IKEA Brings Design Stories to Landmark DOOH Screens
IKEA Korea has transformed some of Seoul’s most prominent digital out-of-home (DOOH) advertising locations into a citywide showcase of its design philosophy. From giant LED billboards in Gwanghwamun to digital screens in Hongdae, synchronized media poles in Gangnam, and subway station advertising, the campaign brings IKEA’s creative stories into the everyday lives of Seoul residents.
On October 7, IKEA released a new commercial titled “People Who Know Homes: Designers’ Ideas Across Seoul” through its official YouTube channel. The film highlights how the Swedish home furnishing brand uses Seoul’s urban advertising infrastructure to connect its products with the ideas and people behind their designs.
One of the campaign’s most prominent locations is Gwanghwamun, Seoul’s historic and business district, home to several of the city’s largest digital billboards.
The campaign features KT Square, a massive digital display installed on the exterior of KT's Gwanghwamun West building. Covering approximately 1,770 square meters, the curved LED installation offers an expansive canvas for high-impact brand storytelling.
Another landmark location is K-Vision, the giant vertical LED billboard on the exterior of the Koreana Hotel. Measuring approximately 22 meters wide and 60 meters tall, the display spans around 1,320 square meters, making it one of Seoul’s most visually striking DOOH landmarks.
Beyond Gwanghwamun, IKEA extended its campaign into Hongdae, one of Seoul’s most popular shopping and entertainment districts, using digital billboards to engage younger urban audiences.
The campaign also highlights G-LIGHT, a network of digital media poles installed along Gangnam-daero between Gangnam Station and Sinnonhyeon Station. The network consists of 18 media poles, each approximately 10.9 meters tall, with 36 advertising faces across a 760-meter stretch.
The synchronized digital screens create a continuous visual presence along one of Seoul’s busiest commercial streets. Their repeated positioning allows pedestrians to encounter IKEA’s creative messages as they move through the district.
Subway station advertising adds another dimension, bringing the campaign into the daily routines of commuters and extending its reach beyond outdoor streets and shopping areas.
Rather than focusing solely on products and prices, IKEA uses the campaign to introduce the thinking behind its furniture and home accessories. The brand emphasizes that familiar household products are shaped by designers who observe everyday life and seek practical ways to improve living spaces.
The central creative idea is to turn Seoul itself into an “IKEA Design Museum,” allowing consumers to discover design stories without visiting a traditional exhibition space.
From an advertising perspective, the campaign demonstrates how different DOOH formats can work together to deliver a consistent brand narrative. Landmark billboards build visibility, commercial district screens connect with shoppers, synchronized media poles create repeated exposure, and subway advertising brings the message into daily commuting environments.
IKEA has also extended the campaign beyond physical advertising locations by featuring these DOOH installations in its commercial film, turning the outdoor campaign itself into digital content for wider online distribution.
The campaign illustrates how DOOH can serve as more than a platform for displaying advertisements. By connecting landmark screens, urban streets and public transportation environments, IKEA has turned Seoul’s advertising infrastructure into a storytelling platform that brings its design philosophy into the heart of city life.