In a city famous for its glowing skyline, Lotte World Tower is taking urban light art to new heights. The 123-story landmark in Seoul’s Jamsil district has become a striking example of how technology, architecture, and culture can converge to transform a skyline into a shared work of art.
The tower’s media facade — a massive LED display that wraps around its exterior — regularly comes alive with animated visuals celebrating national holidays and changing seasons. During Lunar New Year, it glows with symbols of good fortune and traditional Korean patterns; in spring, cherry blossoms drift gracefully across the glass facade. When the holidays arrive, the skyscraper turns into a towering digital Christmas tree, complete with Santa and Rudolph soaring through the night.
Seoul city officials recently recognized the display as a model of creative lighting design, calling it a key part of the capital’s evolving nightscape. But beyond local awards, the installation highlights a broader trend across Asia: cities turning urban landmarks into storytelling platforms through light and motion.
“Lotte World Tower is more than a building — it’s a cultural platform that communicates through light,” said Lee Mi-hyun, marketing director at Lotte Property & Development, which operates the tower. “We want Seoul’s skyline to feel alive and connected to the people who live here.”
From Hong Kong’s skyline symphonies to Tokyo’s interactive facades, Seoul is joining a growing number of global cities using architectural lighting as a form of civic expression — part art show, part technology showcase, and part collective experience.
