Seoul’s Shinsegae Square Brings Christmas Wishes to Life in 3D

Shinsegae Department Store has unveiled Christmas media art at Shinsegae Square at its main store in Myeongdong, Seoul, combining seasonal storytelling with 3D visuals and orchestral music.

The story follows a bear travelling aboard a balloon ship to deliver Christmas wishes. Letters carrying people’s hopes arrive at the department store, where their heartfelt messages come together to form a glowing Christmas tree. The production brings the emotions of the holiday season to the large screen, drawing on thoughts of loved ones and shared wishes.

The presentation features 3D anamorphic imagery and music performed by a 60-member orchestra in Vienna. Anamorphic imagery uses perspective to create depth on a flat screen, making objects appear to extend beyond its surface when viewed from certain positions. The technique gives the bear’s journey and the Christmas scenes a three-dimensional appearance.

A central character and a clear storyline connect the scenes. The bear guides viewers through the journey, while the letters and Christmas tree give it a purpose. As the wishes gather and the tree takes shape, viewers can easily follow the story.

For the Out-of-Home (OOH) industry, the presentation illustrates how a department store’s exterior screen can be used for seasonal storytelling. Pedestrians can watch the production from the street without entering the store, making the retailer’s Christmas content part of the experience of walking through Myeongdong.

The message reaches both those watching together at the site and those thinking of someone special from elsewhere. By placing personal wishes at the centre of the story, the production adds an intimate emotional dimension to its large-scale visuals.

The Christmas media art runs at Shinsegae Square from November 6, 2026, to January 31, 2027, with daily screenings from 5 p.m. to midnight.