LOTTE WORLD SEOUL SKY - Mega Column marks the birth of a global landmark by turning the flaws of a dead space into the strengths of the building. Mega Column refers to the eight structural columns that make up Lotte World Tower skyscraper. Upon completion, the locations of the columns occupied part of the exhibition venue. This problem was turned around positively by using the columns to promote the architectural methods and safety of Lotte World Tower.
The second innovation of Mega Column involves getting around the architectural regulations against the exposure of a huge column in an exhibition venue. Hence, Lotte placed two media walls in front of the column to create the illusion that one is looking inside the architectural framework of the building. This is achieved by projecting a 3D simulation onto a huge glass wall – visitors feel like they are looking through the structural core of the building and down to the foundations of the tower. A glass wall is chosen to transform the characteristics of the area from a wall to a screen because it maximises the effect of the projected experience while compensating for the relatively lower resolution of the display on such a large-scale screen.
Mega Column piques visitors’ curiosity and educates them on the structure and the grandness of Lotte World Tower. This is followed by future-oriented information that deals with the main elements of the building, such as the design process of Lotte World Tower, its cutting-edge building technology, and the application of safety technology that was taken into consideration. With storytelling that helps people understand Lotte World Tower’s architectural characteristics, Mega Column achieves both educational and promotional goals.