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META X Hyundai Card
DaVinci Motel in MR & AR




Client

META



Hyundai Card



Year

2023

Production

Quantum Universe



'DaVinci Motel' hosted by Hyundai Card, is an event where celebrities and
influencers from various fields such as society, culture, science, beauty, etc.,
communicate with the audience through talks, performances, and art as a new form
of cultural convergence festival.




This festival, which began in 2019, is based on the concept of the motor hotels
in 1960s California, USA.




In 2023, marking its third year, Hyundai Card collaboratd with the global IT
company Meta to present MR (Mixed Reality) and AR (Augmented Reality) campaigns,
allowing people to experience the mood of the 1960s DaVinci Motel.




At the Music Library Plaza in Itaewon, DaVinci Motel in Mixed Reality provides
an opportunity for participants wearing the Meta Quest Pro to encounter Da Vinci
Motel in the middle of the California desert from the 1960s. Through various
interactions, participants are offered a time of inspiration and a chance to
engage with the DaVinci Motel.




In addition to the MR experience, there was one pre-event AR filter and two
on-site AR filters available for the public. This allowed people to experience
the DaVinci Motel beforehand, enabling them to extend their experiences
infinitely during the actual event, creating a uniquely planned special
experience.




In particular, the Instagram participation campaign utilizing AR effectively
blended online and offline elements, providing participants with the opportunity
to fully enjoy the strengths of both realms.



DaVinci Motel In Mixed Reailty

In the middle of Itaewon street, a special expanded experience begins once you
put on the Meta Quest.




This space invites users to 1960s DaVinci Motel located in the California
desert, creating a sensation akin to slipping through time.




Within this environment, users can engage with the proprietor, pump gas, pick up
keys to their room, scribble on the LP, leaving their own ’trace' behind.




Through this immersive experience, users experience a unique collaboration of
reality and imagination at DaVinci Motel, exploring a time of new inspiration in
the virtual realm.




After this extraordinary encounter, they return to the reality in Itaewon.




The DaVinci Motel establishes itself as a space that offers users a special
moment where reality and virtuality merge, providing participants with memorable
experiences that linger in their memories.



Meet DaVinci MOTEL



DaVinci MOTEL Portal



Be the DaVinci



Meet the DaVinci Motel In AR

The experience at DaVinci Motel expanded into the virtual world not only through
MR but also through three types of AR, providing a rich experience to a wider
audience.




Firstly, the teaser AR, 'Meet DaVinci MOTEL,' introduced DaVinci Motel in
advance, allowing miniaturized versions of the motel and speakers to surprise
users by appearing in their actual space.




Secondly, there was the 'DaVinci MOTEL Portal,' which served as a gateway to
enter the 1960s DaVinci Motel through a portal.




Lastly, the selfie AR effect 'Be the DaVinci' allowed users to place the DaVinci
Motel sign on their palm, creating unique photograph.




Unlike MR, AR prompted user engagement and facilitated various mixed
online-offline campaigns.




Through sharing DaVinci Motel AR content on Instagram, users were intrigued and
encouraged to participate more, making it a successful campaign that sparked
interest and fostered greater involvement.

CREDITS

Hyundai Card

Meta

International Marketing

TONI CHO

MMI Music Partnership

Leo Ferrante / Meta Music Initiative

MMI Artist Partner

Global Genius / External Artist

Walla Session Talents

Sue Kim / Horizon Software Design Team

Noori Kim / Display Optics Sourcing Team

Narae Kim / Video CoreML and Ranking Foundations

Daniel Lee / Algorithmic Optimization

Kian Park / RL Devices & Strategic Partner Engineering

Sound Design

SOO KWAK / Project Lead

Ethan Schreiber / Sound Design

Richie Biggs / Music Production

Yutian Zheng / Technical Sound Design

Henry Halvorson / Meta Audio SDK Support

Christopher Hughes / Foley and Recording Sessions

Leanne Osborne / Studios Sessions Coordinator

Conner Jay / SD Comms

Mark David Lee / Audio Post Production

Client Partner

CHANGJIN KIM

Creative Shop

KIYOUNG PARK / Head of Creative Shop NEA

JULIE CHO / Creative Strategist

Quantum Universe

Creative & Management

MINWOO LEE / Project Director

JAE HYOUNG LEE / Lead Project Manager

YEJI KWON / Project Manager

JIHYEON SEO / Business Support Manager

YESUN LEE / Contents Producer

MR Technology

YOUNGMIN KIM / Technical Director

CHIBYOUNG LEE / Lead MR Developer

SANGHOON KANG / MR Developer

JIHYE JEON / Lead Technical Artist

JIYOON KIM / Technical Artist

SEOYOUNG PARK /Technical Artist

Art & Design

DAYOUNG JUNG / Design Director

JINYOUNG KIM / Lead 3D Designer

MINHU JUNG / 3D Designer

JIMIN KWON / 3D Designer

YUJIN AN / Lead UXUI Designer

DAHYE PARK / UXUI Designer

EUNBI JUNG / UXUI Designer

YEONSEO NOH / UXUI Designer

HYEOK YUN / Motion Graphic Designer

JUNHYUNG NA / Motion Graphic Designer

© Quantum Universe Inc.