Lumida, a company specializing in AI and kinetic media-based brand communication (CEO Park Marie), unveiled a next-generation media solution that encourages active participation from visitors at the 'Digital Marketing Tech Show 2025' (DMTS 2025) held at KINTEX from the 5th to the 7th.

At DMTS 2025, Lumida presented a new communication method transitioning from 'viewing advertisements' to 'participating media,' embodying Lumida's brand philosophy of 'the moment technology understands emotions.'

The modular kinetic media 'Mini Cube' showcased at the exhibition is a structure combining 24 modules of LED screens and mirror structures that move in different rhythms, intersecting light and reflection. By combining AI-generated video with precise motor control, it visualizes the 'rhythm of emotions,' allowing visitors to experience becoming part of the content as their gaze and movements are reflected on the mirror surface.

CEO Park Marie of Lumida described it as "an interface that reflects human emotions," emphasizing that "the company's goal is not just to show advertisements but to create a 'staying experience' by detecting human reactions and interacting with them."

Lumida's system fundamentally differs from traditional billboards or digital signage. While conventional LED billboards transmit information unidirectionally, Lumida's kinetic media combines three layers—AI, motion, and reflection—to create an emotionally responsive media environment. AI generates content in real-time, motion enables the physical expression of emotions, and mirrors involve the viewer as part of the content. Consequently, the entire space expands from a 'screen conveying information' to a 'platform where emotions flow.'

Through this exhibition, Lumida demonstrated the differentiated experience structure between 'Viewing Media' and 'Emotion-responsive Media.' This technology has high applicability in various commercial spaces such as advertising, exhibitions, retail, hotels, and airports, as well as in weddings, small festivals, and personal events. In particular, new advertising efficiency metrics such as increased dwell time, engagement, and UGC (User-Generated Content) will be designed and reflected in the development of subsequent models.

This approach also aligns with the recently noted 'Physical AI' concept in the industry, where AI reacts within the physical relationship between space and people, implementing brand presence through emotions and experiences. Lumida has named this 'emotion design-based spatial branding' and has initiated planning for new business to evolve beyond digital signage into a 'media platform where emotions move.'

Lumida presented its vision as an AI-based brand communication platform through this exhibition. Currently, Lumida is enhancing its media equipment production and operation system through a partnership with Easywith and plans to establish an emotion-responsive content auto-generation platform using AI algorithms in the future.

Next year, Lumida plans to unveil AI interactive content that reacts in real-time to the faces and messages of participants and launch a rental service to improve exhibition and event operation efficiency. Additionally, it is developing a next-generation Physical AI-type media structure combining sensors and AI algorithms.

CEO Park stated, "We aim to set a new standard for brand communication through the fusion of AI, kinetic technology, and emotional data. This exhibition was a stage to directly show 'the moment technology understands emotions,'" adding, "It was significant in confirming positive responses and business potential from overseas buyers and large corporate representatives."

She further added, "We will continue to expand the intersection of art and technology, brand and emotion, and grow as a leading partner in the next era of branding in the advertising and exhibition industry."

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