COEX Brand Avenue Plaza Advertising Guide
2026년 07월 23일
Express Bus Terminal Triple Panorama Ads | Sound DOOH
2026년 07월 30일Parnas Mall sits directly below Samsung Station Exit 5 — the single corridor through which every visitor to COEX, Hyundai Department Store, and the Grand InterContinental Hotel must pass.
The Amazing Parnas DOOH package places your brand across 48 pillar screens, 3 LED Walls, and 7 lightboxes in that corridor, operating 16 hours a day, 80+ times per day, in a fully silent environment built for visual storytelling.
This guide covers media composition, audience profile, package structure, and brand fit — everything needed to evaluate and execute a campaign here.
Samsung Station Parnas Mall Media Value
Samsung Station ranks 16th busiest in Seoul with 3.31 million monthly riders (daily average 110,402 — SMRT, April 2026). Exit 5 opens directly into Parnas Mall’s basement level, making it the primary approach for four major destinations sharing the same footprint.
| Catchment Anchor | Visitor Profile | Campaign Relevance |
|---|---|---|
| COEX | Exhibition & convention attendees, Asia’s largest underground mall visitors | MICE, B2B, tech, launch events |
| Hyundai Trade Center Dept. Store | High-income premium shoppers | Luxury, premium goods, cosmetics |
| Grand InterContinental & Park Hyatt | Domestic & international business / leisure travelers | Global brand awareness, hospitality |
| Trade Tower & ASEM Tower | Gangnam CBD professionals | B2B, SaaS, fintech, recruitment |
This is not a commuter-transit audience. It is a dwell-and-purchase audience — visitors who entered Parnas Mall with intent to shop, dine, or attend an event. Dwell time and purchase intent are structurally higher than platform-level subway advertising.
Amazing Parnas — Full Media Composition
Three media formats operate independently but share the same corridor footprint, enabling integrated visual coverage from entry through the full basement level.
| Format | Count | Resolution / Size | Content Type | Sale Unit |
|---|---|---|---|---|
| Media Pillar | 16 pillars / 48 screens | 2,160 × 3,840 px (9:16 portrait) | MP4 · silent | Integrated package only |
| LED Wall | 3 faces | 1,920 × 1,080 px (16:9) | MP4 · MOV · JPG · PNG | Included in pillar package |
| Lightbox | 7-unit set | 3,110 × 1,710 mm (A1–A5) + 2 pillar units | Fabric print | Set only (no split) |
Playback modes: Single (all 48 screens show identical creative) · Dual (2-screen rotation) · Quad (1-screen rotation). P1–P4 inner lobby pillars (8 faces) are excluded from the buyable inventory.
Operating schedule: Daily 07:00–23:00 · 80+ plays per day · No audio · Creative deadline: 3 business days before campaign start
Three Independent Sales Lines
Amazing Parnas offers three independently purchasable lines. Each line can be booked alone or combined. Individual pillar rentals are not available — the pillar+LED product is sold as a unified package.
| Package | Duration | Spot Length | Rate (excl. VAT) | Best For |
|---|---|---|---|---|
| Pillar + LED Standard | Monthly | 20 sec | ₩25M / month | Beauty, fashion, finance, B2B |
| Pillar + LED Storytelling | Monthly | 30 sec | ₩30M / month | Luxury, premium brand campaigns |
| Short-Term · 20 sec | Min. 7 days | 20 sec | ₩7M / week | Pop-up launches, product teasers, MICE tie-ins |
| Short-Term · 30 sec | Min. 7 days | 30 sec | ₩9M / week | Brand storytelling, event activations |
| Lightbox Set (7 units) | Monthly | Static fabric | ₩30M + ₩8M install | Seasonal visual, luxury brand identity |
Short-term flexibility is a competitive edge here. Weekly booking from ₩7M means campaigns can align precisely with COEX Art Fair, major K-pop releases, or convention schedules — without committing to a full month’s spend.
Designing for a Silent, Portrait-First Environment
All Amazing Parnas formats operate without audio. Creative strategy must rely entirely on visual impact — motion, color, and minimal copy.
The 9:16 portrait resolution (2,160 × 3,840 px) used for media pillars is identical to Gangnam Station Media Garden. Brands running both placements simultaneously can reuse the same master creative, reducing production overhead.
| Format | Resolution | Ratio | Creative Guidance |
|---|---|---|---|
| Media Pillar | 2,160 × 3,840 px | 9:16 portrait | Brand visual hero, product close-up, minimal text |
| LED Wall | 1,920 × 1,080 px | 16:9 landscape | Campaign message, still image compatible |
| Lightbox A1–A5 | 3,110 × 1,710 mm | Seasonal brand poster, fabric print quality |
Which Brands Perform Best Here
| Brand Category | Recommended Package | Primary Audience Match | Key Advantage |
|---|---|---|---|
| Luxury & Premium Goods | 30-sec storytelling ₩30M | Hyundai Trade Center VIPs, hotel guests | High-income dwell audience, prestige environment |
| Beauty & Fashion | 20-sec standard ₩25M | 20–40F COEX & mall visitors | Purchase-intent shoppers in premium context |
| IT / SaaS / Fintech | 20-sec standard ₩25M | Trade Tower & ASEM Tower professionals | Daily commute route, B2B decision-makers |
| Global Brand Launches | Lightbox set + 30-sec | Hotel guests & international visitors | Bilingual audience, premium context |
| Short Campaign (pop-up, teaser) | Weekly ₩7M+ | COEX event attendees | Flexible scheduling, event alignment |
| K-content / Entertainment | 20-sec or weekly | SM Town adjacent K-pop visitors | Cultural destination foot traffic |
Placements to Consider Alongside
| Media | Location | Pairing Value |
|---|---|---|
| Gangnam Station Media Garden | Gangnam Station underground concourse | Identical asset resolution (2,160 × 3,840 px) — single production, dual placement coverage |
| Gangnam-daero Media Pole | Gangnam–Sinnonhyeon above-ground | Above-ground DOOH landmark — extends reach from underground to street level |
| Samsung Station OOH Guide | Samsung Station full district | Full media comparison across all Samsung Station inventory |
External reference: Seoul Open Data Plaza — Subway Station Ridership Statistics
Plan Your Campaign with MVISTA
Availability, campaign scheduling, and package quotes vary by period and configuration.
MVISTA will confirm slot availability and propose a media mix tailored to your budget and brand goals.
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