The Victoria & Albert Museum’s Exhibition Road Courtyard in London was home to a large-scale arcade gaming experience on Friday evening, hosted by Luxury automotive brand, Genesis.

In the ‘Seoul Racer’ campaign, the Genesis electric GV60 car powered a free interactive driving game, which was projected onto the facade of the V&A. It was the first event of its kind at the museum. Tickets were snapped up within hours of their release, with all the available time slots booked.

Projected in eye-catching neon lights, players raced the car through high-octane streets inspired by Seoul, with colours and iconography throughout the game influenced by the dynamic celebration of Korean culture within the V&A’s Hallyu! exhibition. A leaderboard was updated continuously, with the highest scoring players winning tickets to the Hallyu! exhibition.

The activation was developed in partnership with strategic and creative company ScienceMagic, which was appointed in early 2022 to support the launch of three new electric cars, starting with the GV60.

The activation aimed to celebrate the sponsorship of the landmark Hallyu! The Korean Wave exhibition and to further build brand visibility and connection amongst UK communities. The Hallyu! exhibition explores the makings of the Korean Wave through cinema, drama, music and fandoms, and underlines its cultural impact on the beauty and fashion industries.

“As the lead sponsors of the Hallyu! Korean Wave exhibition, we set out to supercharge our presence at V&A by creating a unique experience, showcasing our commitment to celebrating Korean culture in all its shapes and forms,” said Dominic Chambers, European Head of Marketing and Communications at Genesis Motor Europe. “Generating cut-through and standing out in an ever-increasingly competitive market is always a challenge, but by building on our platform of creating activations, powered by the cars themselves, we are creating another iconic first as we project a racing game on to the iconic V&A building.”