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The reasons digital design company d’strict achieved popular success with Arte Museum after 2 failures are as follows.

1. It created an “instagrammable” space where any viewer could easily and comfortably appreciate the works, take photos and effectively stage their own experience of the artwork.

2. It found the point of contact between artistry merit and mass appeal by actively reflecting viewers’ perspectives throughout the entire process of setting the museum’s concept and themes and producing the works.

3. It created a surreal stage that makes viewers feel as if they are in several different places, even though they are in 1 place, by designing different sensory stimuli and distinctive spatial structures for each theme.

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As of February 2022, nearly 130,000 posts hashtagged with Arte Museum had been shared on Instagram. More than 1,000 posts verifying visits are uploaded each day. In the photos posted, people create their own poses against the backdrop of the works they like. It is interesting that even in the same place, people’s positions and poses are all different. The photos, which express each person’s own sensibility in distinctive ways as if intoxicated by colorful light, each seem like a new work of art. “It is enchanting.” “It is so beautiful that I can’t take my eyes off it.” “It is nice just to look at it.” Viewers capture and preserve the fleeting ecstasy they felt at Arte Museum in their own ways.

Arte Museum, which first opened in Jeju in September 2020, is a permanent immersive media art exhibition space established by digital design company d’strict. Arte Museum Jeju, which gained word of mouth through Instagram and other SNS channels, achieved the remarkable milestone of surpassing 1 million visitors on January 5, 2022. Despite the impact of COVID-19, more than 2,200 people visited Arte Museum Jeju on average each day over a period of less than 2 years.

Lee Sung-ho, CEO of d’strict, felt a special sense of emotion watching this unfold. This was because the time spent struggling for more than 10 years was finally beginning to bear fruit. d’strict was well known in the industry as a company with outstanding production capabilities in the digital marketing B2B service sector. But it suffered several setbacks in the B2C exhibition business targeting the public. Founded in 2004 as a web agency that carried out design service projects on a B2B basis, d’strict tried to pivot to B2C exhibitions for a sustainable business. It introduced “Live Park,” the world’s first indoor 4D art park, in 2011 and “PLAY KPOP,” a K-pop digital theme park that included a hologram concert hall, in 2015, but both failed after posting losses of several billion KRW. In 2019, when it was struggling even in its once-thriving B2B business, Arte Museum was the B2C project that d’strict, standing on the edge of a cliff, took on as if it were its last chance.

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