KT Unveils Korea’s Largest 1,770㎡ Digital OOH Media ‘KT Square’ at Gwanghwamun in Seoul, South Korea

Korea Telecom (KT) has unveiled Korea’s largest twin digiatl OOH media “KT Square,” installed on the façade of its new Gwanghwamun West headquarters. The project marks the first major installation since Seoul designated the Gwanghwamun district as a free outdoor advertising zone, reflecting the latest trends in digital out-of-home (OOH) media.

The Twin medias wrap around the building in an L-shape, covering a total area of 1,770 square meters, equivalent to four basketball courts. Equipped with Samsung Electronics’ latest display technology, the screens are capable of broadcasting interactive content in up to 6K resolution.

Visitors at the lighting ceremony noted that the wall offered more than traditional signage. “It was fascinating to see how a single campaign could expand into multiple concepts by connecting the two screens,” said one Seoul resident. “It conveyed a sense of liveliness rarely seen in conventional outdoor advertising.”

Seoul City officially began operating the Gwanghwamun district as a free outdoor advertising zone last week. Under this scheme, regulations on the size, shape, and installation of advertisements are relaxed, allowing creative and large-scale digital displays. Globally, locations such as New York’s Times Square, Tokyo’s Shibuya Scramble Crossing, and Shanghai’s Nanjing Road have already established themselves as iconic advertising hubs. Seoul has expressed its ambition to develop Gwanghwamun into a major global destination for large-format media advertising.

Industry experts say KT Square opens up multiple opportunities, including maximizing brand experiences through ultra-large screens, expanding participatory advertising formats, creating a “Korean Times Square” with potential global revenue, and stimulating creative competition among agencies under a more flexible regulatory environment. Advertisers are particularly drawn to the wall’s ability to attract foot traffic, extend audience dwell time, and drive social media engagement.

The launch of KT Square and the designation of Gwanghwamun as a free advertising zone may represent a turning point for Korea’s out-of-home industry. Experts stress that maintaining competitiveness will require both innovative content creation and continuous technological upgrades.

And another large-scale digital media installation is underway in Gwanghwamun, with a planned display area of 3,000 square meters. The project is scheduled for completion in November.