Studio Realive
by SM Entertainment

AI + Creative Tech

 
 

Immersive Unit Lead · Seoul · Mar 2025 – present

Focus: Immersive experience & installation for global LBE · AI-driven IP-universe expansion
Stack: Unreal Engine 5, Unity, custom sensor tools · Flow (Veo 3), Gemini, Seedance, Claude, OpenAI, Higgsfield, Midjourney, ElevenLabs · Claude / Codex / Gemini as day-to-day dev tools

 
 
 

Immersive Unit Lead


I lead the Immersive Unit, a five-person team of creatives and makers, setting creative direction and running production and technical validation. The unit designs, builds and pitches immersive experiences that extend SM's artist universes into real spaces, and researches how generative AI expands an existing IP world without breaking it.

1 · Global LBE — immersive experience & installation

Starting from what just became technically possible, we design SM's creative as immersive experiences in real space and validate the technology end to end.

  • Aeon (Japan) — a transforming space that replaces the movie theater

  • Exit15 (Saudi Arabia) — projection, lighting and LED-wall performance content for a giant mall, plus its media-server design

  • Vingroup (Vietnam) — a new retail experience for a mall under construction

Led concept and development across all three and ran full technical validation; the Aeon and Exit15 projects sit in the ₩10–50B range. Built multi-sensor interaction tools and Unreal content along the way; most of the development leaned on Claude, Codex and Gemini.

2 · Expanding an IP universe with AI

With a global AI partner we broke the universe down into structured data — places, rules, events, beings — built a world-onboarding process on top of it, then defined the universe's creative rules and a Creative Graph. That is the base for generation that stays inside the world: an expansion tool where AI creates within the universe rather than anywhere near it.

aespa 'Rich Man (Yellow Claw Remix)' — AI music video. Released Sep 19, 2025 on the

official SMTOWN channel; SM Entertainment × Studio Realive **in official collaboration with Google DeepMind**, made in Flow on Veo 3. My part: AI video production and pipeline research — a generative pipeline that could survive a commercial K-pop release, and the joint research around it.