Universal Everything digitises luxury goods

Seoul – The UK-based studio has created a series of video artworks for high-end department store The Hyundai.

Universal Everything's series of animations represent ‘digital pop-art amplifications’ of luxury products, bringing these products to life – from puffer jackets to perfume bottles – as a parade of diverse characters. The videos will be displayed on a 30-metre-high LED screen covering the department store’s façade in Seoul, as well as The Hyundai’s social media.

The characters anthropomorphise luxury goods from the retailer’s fashion, furniture, perfume, floristry and sports departments. The campaign shows how department stores can implement a playful Visual ASMR aesthetic to showcase their high-quality products to potential shoppers.

To see how luxury brands can used digital designs to engage visual-first consumers, read our design direction Virtual Baroque.