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Augmented Reality Intervention, 2019

experience design / graphic design / illustration / AR integration


Gangnam Makeover is a participatory augmented reality(AR) intervention at two subway stations in the Gangnam district in Seoul, South Korea.

The project is meant to “makeover” a pervasive public space into a space of imagination and solidarity for women. The project explores the potential for AR to augment our society by envisioning alternative realities.


Problem Space

Advertisements at Apgujeong station, July 2018.

Advertisements at Apgujeong station, July 2018.

The Apgujeong-Sinsa neighborhood in Gangnam district 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?

Through this intervention, women in Seoul will be asked to share their thoughts on what beauty means to them. 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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AR App Site Test

Live footage from Sinsa subway station, May 2019