Korea 360 — Hallyu Center

About the project

Korea 360 Dubai is a massive 1,606-square-meter Korean cultural experience hub located on the First Floor of Dubai Festival City Mall. Jointly managed by 10 public Korean organizations, including the Korea Creative Content Agency (KOCCA), it serves as a mega-platform for Middle Eastern fans to immerse themselves in everything related to the Korean Wave (Hallyu).

More than a traditional Korean material, Hanji becomes the living soul of the project — a silent companion that grows, transforms and finally becomes a work of art. A continuous white translucent ribbon flows through every space. Sometimes it becomes a ceiling. Sometimes a wall. Sometimes light. Sometimes shadow.

Rather than using conventional wayfinding, Hanji naturally guides every movement throughout the exhibition. It connects every chapter of the journey, physically and emotionally.