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Augmented Reality Intervention, 2019

experience design / graphic design / illustration / AR integration


Apgujeong Makeover (APGUMO) is a participatory augmented reality intervention at Apgujeong subway station in Seoul, South Korea. The project aims to generate discussion about the standard of beauty among women in Korea by digitally intervening in this subway station that is inundated with cosmetic surgery advertisements that target women. The project invites women to collectively exercise sovereignty over their aesthetic representation in public space.


Through a website, women can anonymously share their thoughts on what beauty means, and how they might describe beauty to the next generation. The collected text responses are immediately viewable on the website, and filtered responses are overlaid on the advertisements at Apgujeong station through an augmented reality application. The collected texts will become a substitute for the homogeneous advertisements at the station.  The intervention transforms the subway station into a public gallery for discussion and imagination by leveraging augmented reality as a tool to present alternate or preferred realities.


Problem Space

Advertisements at Apgujeong station, July 2018.

Advertisements at Apgujeong station, July 2018.

Gangnam Apgujeong is the Mecca of plastic surgery, and is a place that shows the standard of beauty for Women in South Korea. The moment you arrive in Apgujeong station, the many plastic surgery advertisements reflect this standard.

Big double-lided eyes, a high nose, a V-line chin, "water-gloss" skin, and 45kg. The standard is set. Many plastic surgery advertisements further brand words like 'complete', 'perfect', and 'confidence' and suggest that one needs to fulfill the set beauty standards to attain these traits. 

Do women need to change, or spaces like this?

Women in Seoul will be asked to share their thoughts on what beauty means. The collected texts will be overlaid on and substitute the homogeneous advertisements at Apgujeong station. By using augmented reality as a tool to present alternate/preferred realities, the station will be transformed into a public gallery for discussion and empowerment.

 
 

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Experience Sketch

Phone screen before augmentation.

Phone screen before augmentation.

With augmentation. Content has been translated to English for presentation purposes. Text is originally in Korean.

With augmentation. Content has been translated to English for presentation purposes. Text is originally in Korean.


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