Naver Line Square / Urbantainer

  • 03 Jul 2012
  • Retail Selected Works
Courtesy of

Architects: Urbantainer
Location: Yoesu, 
Design Team: Jiwon Baik, Younjin Jeong, Gayoung Lee, Sujung Lee, Hyeseong Lee
Project Year: 2012
Photographs: Courtesy of Urbantainer

Project Area: 24.0 sqm
Construction: Urbantainer Co.
Client: NHN Corp.

Concept : “Delivery BOX”

On May 2012, a giant international post box was delivered to 2012 Yeosu Expo’s site. This oversized shipment box is Urbantainer’s visualization of globalism. The box is an interactive offline experience project for showcasing LINE, Naver’s smart phone messenger app.

Courtesy of Urbantainer

The box’s interior is designed using pop-up boxes that transform the traditional 2D interface of a smart phone application into a 3D spatial experience. Every interior detail, including the furniture and signage were built with cardboard materials to emphasizes the shipment box concept. Visitors are able to walk into this giant box and experience LINE in real-life space.

Courtesy of Urbantainer

The three main elements of this offline experience are LINE’s “Friends management system”, “Sticker Chatting”, “Weather helper & Japanese translator” features. These three experiences work together and tell a story. LINE’s human-sized sticker characters guide visitors to install the app, become their LINE friends and offers sticker chatting tutorials. The smart bot feature helps with weather and Japanese translation. Lastly, a pop-up world map visualizes LINE’s worldwide usage along with a commercial film advertisement from Naver.

Floor Plan

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* Location to be used only as a reference. It could indicate city/country but not exact address.
Cite: "Naver Line Square / Urbantainer" 03 Jul 2012. ArchDaily. Accessed 29 May 2015. <>