Building the bridge from past to future to deliver the client’s creative concept

For the International Bar Association Conference in Seoul, MCI Korea, together with MCI Australia, took guests on a journey through Korea’s past, present and future inspired by the Obangsae k concept – a term used to represent the 5 traditional Korean colours of blue, white, red, black and yellow that were believed to symbolise the 5 elements balancing the universe: trees, metal, fire, water and soil. These elements served as the basis for the conference’s creative development, including cultural entertainment, dynamic theming, exciting activations and production design.