HA DONG POP FEST Aeon Mall Ha Dong
Client | Aeon Mall Hà Đông
Agency | Look Concept
Design | Look Concept
Production | Look Concept
Concept & Inspiration
The brief required a single space to serve two very different demands: workshop programming during the day and high-pressure fan events on weekends, where crowd volumes run into the tens of thousands. Look's solution was a schedule-adaptive design system. The "Pop" mascot was placed at key sightlines to route visitors from the stage to check-in clusters. Arirang red held the space together visually, delivering the energy level the BTS fan context required while remaining compatible with AEON Mall's everyday retail environment. Every element was designed for operational reality, keeping the space workable for workshop crews and manageable for event organizers.
Sketch
The central stage was the event's anchor. Early sketches established a symmetrical structure with the main screen at center, flanked by geometric blocks representing musical instruments (guitar, speaker, music note) to carry the energy of a music festival. Proportions were calculated precisely: the central screen block occupied roughly 40% of total stage width, large enough to draw attention from a distance without overpowering the surrounding décor. The geometric side wings used asymmetric balance, guitar and circular speaker on the left, music note and arc on the right, creating visual rhythm without rigidity. The full structure was designed in tiered heights: stage floor, main screen level, then taller decorative elements, building depth and drawing the eye upward.
3D Design
The 3D phase focused on how people move through a multi-level mall. AEON Mall Ha Dong has an open atrium structure, so Look calculated the stage and POSM clusters to read well from every angle, including from upper floors looking down. Zones were arranged symmetrically with wide circulation paths to absorb large crowds without bottlenecks. The "Pop" character's proportions were calibrated to eye level, so visitors could get a clean photo with the mascot from virtually any position in the space. Technical specifications were resolved directly on the 3D drawings, including how Arirang red would render under the mall's actual lighting system. The structural system was engineered for overnight assembly, ensuring the finished result matched the design without on-site adjustment.
Real Photos
Look supervised the full build from drawing to completion on site. Careful structural calculation kept every decorative cluster stable through high-intensity operating days. On-site oversight ensured that the proportions and sharpness of the 3D characters matched the drawings exactly, with no drift between design intent and built reality. The stage and display zones held up through multiple days of peak-load operation. Colors stayed true, assembly details stayed locked. The match between drawing and site delivered an event space that met the brief for both the client and the mall operator.
