An unusual sign reading 'Photography Herbal Clinic' has been hung on a building in Seochon, Jongno-gu, Seoul. Inside, wooden medicine cabinets and earthenware jars reminiscent of a traditional herbal pharmacy are set up, but what is actually displayed is not medicinal herbs, but cameras and lenses. It is an experiential pop-up store prepared by Canon Korea to help visitors find their photography preferences.
Canon Korea said Friday that it opened 'Canon Photography Herbal Clinic' at Yousquare on Hyoja-ro in Jongno-gu, Seoul. This pop-up, which will operate until the 1st of next month, was designed so that visitors can directly use cameras to discover their own shooting preferences. In particular, it allows Generation 2030, who are accustomed to taking photos with smartphones, and camera beginners to easily experience interchangeable lens cameras.
The interior of the pop-up is a modern reinterpretation of a traditional herbal pharmacy. Wooden drawers lining the walls, herbal medicine jars, and a plaque inscribed with 'Photography Herbal Clinic' catch the eye. Amidst the unique atmosphere of an herbal pharmacy, various Canon cameras and lenses are exhibited, creating a distinctive scene.
After entering, visitors fill out a leaflet to check their usual favorite subjects and shooting habits. They then tour an exhibition space introducing the history of Canon cameras and can directly try major cameras and lenses, including the new product 'EOS R8 Mark II'.
Visitors can participate in various shooting missions, not just simply looking at products. This includes finding and photographing a specific Canon logo among multiple images, or capturing a subject on screen within a limited time using a randomly selected lens. One can directly experience how the 'angle of view,' which is the range of the screen that can be photographed depending on the lens, changes.
The shooting space is divided into four sections according to photography preferences. In the 'Samil-in' (Object Person) space, visitors can shoot small items up close, and in the 'Insaeng-in' (Portrait Person) space, they can take portrait photos. In the 'Chalna-in' (Moment Person) space, they experience shooting that captures moments of moving subjects. In the 'Punggyeong-in' (Landscape Person) space set up on the rooftop, visitors can capture the Yeongchuwon Gate of Gyeongbokgung Palace and the autumn-colored scenery of Seochon with their cameras.
On-site staff guide visitors who are unfamiliar with camera operation on how to use them. After finishing shooting, visitors can also choose one photo they like from those they took and have it printed. Various souvenirs, including a gacha event providing Canon camera miniatures and lens cleaners, were also prepared.
According to Canon Korea, this pop-up is an attempt to broaden the connection with consumers through the experience of direct shooting, rather than just explaining product performance or specifications. A feature of this is that it allows young consumers accustomed to smartphone cameras to experience the unique shooting experience of interchangeable lens cameras.
Park Jung-woo, president and CEO of Canon Korea, said, "We have structured the space so that visitors can naturally experience Canon's imaging technology by directly utilizing cameras and lenses in various parts of the space." He added, "We hope you will encounter a unique brand experience at a site where the spatial charm of Seochon blends with diverse shooting programs."
in TECH
