Celebrities on the Move

Hyundai and SM Entertainment have joined forces to create Solati Moving Studio, a mobile entertainment vehicle that allows celebrities to create digital content on the move.

Hyundai and SM Entertainment have joined forces to create Solati Moving Studio, a mobile entertainment vehicle that allows celebrities to create digital content on the move.

According to Hyundai’s official website, the most vital part of the design process was actively engaging SM Entertainment’s artists in the project, ensuring their needs – such as lighting systems and soundproof construction – were captured in the interior design. Inside the Solati Moving Studio are six built-in high-resolution cameras, monitors and an all-in-one editing system to bring out the best in the content being broadcast.

Korean pop culture, commonly known as K-pop, has taken the world by storm. As reported by Bloomberg, the genre generated $4.7 billion globally in 2016, as per the Korea Creative Content Agency. Views of videos by the top 200 K-pop artists have tripled since 2012, and were watched approximately 24 billion times in 2016 – with 80% of views coming from outside South Korea.

Daily commutes can make people feel bored and overwhelmed. Sensing opportunities, brands are targeting commuters to create new experiences for them: for example, in Hong Kong, Cathay Pacific and Pure Yoga have jointly developed a series of yoga and meditation videos that can be practised in-flight; in Malaysia, Grab has launched new incar entertainment services for customers in the Klang Valley; and in the UK, Virgin Trains has announced that it will be hosting business workshops aimed at entrepreneurs on board its London-Edinburgh route.

The Solati Moving Studio is a novel concept that specifically targets entertainment companies and celebrities. Long commute times are unavoidable, especially in expanding cities. As consumers continue to look for ways to productively utilise their commute time, brands have an opportunity to design products or services that help boost the commuting experience for the general public.