Sejong University’s Graduate School of Virtual Convergence hosts immersive brand experience exhibition

Sejong University’s Graduate School of Virtual Convergence held an exhibition showcasing immersive brand experience projects at its campus in Seoul early June. The university said Friday the BrandVerse Exhibition, held June 8 in the school's Jingwan Hall, showcased the outcomes of projects completed by students over the semester. The exhibition unveiled immersive brand experience content using various digital technologies such as artificial intelligence (AI), extended reality (XR), interactive media and spatial experience design. “BrandVerse” is a combination of “brand” and “universe.” It implies that a brand can expand beyond a mere visual identity into an entire universe of its own. The university said the event proposed a new approach to brand communication in which visitors actively explore, interact with and experience brands, moving beyond the conventional way of simply consuming brands. The exhibition consisted of project outcomes from the school's Immersive Brand Experience Design course. After analyzing the values and stories of each brand, students reinterpreted th