Sehee Yun

SM Dancebattle: Gamifying K-pop with Interactive

SM Dance Battle Ground was a digital dance competition platform developed by SM Entertainment to bring K-pop fandom culture into a new participatory format. The goal was to create a space where fans could engage with idols and each other through performance, not just content consumption. I led the visual identity and interface design of the platform, transforming the concept of dance competition into a stylized, interactive digital environment that reflected SM’s futuristic brand tone.

Dance Battle Ground With EXO
Client: SM Entertainment
Partial scope: Outdoor Kiosk, Game Design, Art Direction, UI Design, Motion Design
Sub task: Visual Identity, UI System, Interaction Design, Motion Direction
Date of completion: 2019


Role

  • Led visual identity and interface design for the SM Dance Battle Ground platform

  • Designed a stylized digital environment that translates dance competition into an interactive experience

  • Developed UI systems for outdoor kiosks and digital interfaces

  • Collaborated with motion designers and developers to create a cohesive, immersive user journey

Challenge

  • Transform passive K-pop content consumption into an active, participatory experience

  • Create a platform where fans could engage with idols and each other through performance

  • Translate SM’s futuristic brand identity into an interactive digital space

  • Design an intuitive yet visually impactful system suitable for public kiosk environments

Creative Approach

  • Conceptualized the platform as a “digital stage” where users become performers

  • Applied bold, futuristic visual elements inspired by K-pop aesthetics and stage design

  • Designed game-like UI interactions to encourage participation and competition

  • Integrated motion and feedback systems to enhance immersion and engagement

  • Built a cohesive identity across interface, motion, and physical kiosk touchpoints

Outcome

  • Delivered an engaging platform that redefined fan interaction from viewing to performing

  • Strengthened SM Entertainment’s digital brand presence through immersive experience design

  • Successfully translated K-pop performance culture into an interactive digital format

  • Created a scalable design system adaptable to future fan engagement platforms