Sehee Yun

Turning K-pop Fandom into an Interactive Experience

SM Dance Battle Ground was an interactive dance platform designed to turn K-pop fandom from passive viewing into active participation. Fans could step into the role of performers through a game-like experience combining physical kiosks, UI, motion, and digital interaction. I led the visual identity and interface design, translating SM’s futuristic visual language into an immersive digital experience.

Dance Battle Ground With EXO
Client / SM Entertainment
ROLE / Visual Identity · UI Design · Interaction Design · Art Direction
COLLABORATION / Motion Design · Development
OUTPUT / Interactive Kiosk · Game Interface · Motion System
YEAR / 2019


Role

  • Led visual identity, art direction, and interface design for SM Dance Battle Ground

  • Designed the UI system across game interfaces and outdoor kiosks

  • Defined the visual and interaction language connecting the digital and physical experience

  • Collaborated with motion designers and developers to bring the experience to life

Challenge

  • Turn passive K-pop content consumption into an experience where fans could actively participate through performance

  • Translate SM Entertainment’s futuristic visual identity into an interactive, game-like environment

  • Create an interface that felt visually expressive while remaining intuitive in a public kiosk setting

Creative Approach

  • Framed the experience as a “digital stage,” shifting fans from spectators into active performers

  • Built a bold, futuristic visual language inspired by K-pop performance culture and SM Entertainment’s visual identity

  • Used game-like interactions, motion, and responsive feedback to make participation feel immediate and engaging

  • Extended the same visual language across UI, motion, and physical kiosk touchpoints to create one cohesive experience

Outcome

  • Launched as an official interactive kiosk experience at SM Entertainment

  • Brought visual identity, interface, motion, and physical interaction together into a unified fan experience

  • Established a reusable visual and UI framework that could support different artists and content within the platform