South Korea: Using city farms for a new way of branding and reaching consumers
“In order to expand into more farms, there has to be a synergy between the customer and vertical farms first.”
Jessica Kim, Communication Lead
Fresh Plaza
Oct 8, 2021
Excerpt:
“Asia has been one of the first regions to tackle food insecurity through vertical farms,” explains Heeyeon Jung, Co-founder and Chief Design Officer at N.Thing. “However, in reality, it is still very unknown among the public because they are too far removed from it. Therefore, Heyeon and her team decided to take a different approach by communicating vertical farming to the public in the most appealing way possible.”
Heeyeon is in charge of Sik Mul Sung, an IoT vertical farm showroom in Seoul, South Korea. Heyeon has more than three design awards on her name before starting at N.THING.
After putting lots of time and effort into this new branding and storytelling, the Sik Mul Sung concept was created. Sik Mul Sung meaning, Planet of the plants, is a city farm & a brand concept showroom based in Seoul, South Korea. One of the company’s visions is to set up a farm on Mars in the future. With this farm, they wanted to create a hypothetical planet with a setting between Mars and Earth. By using realistic colors N.Thing wants to get consumers better oriented into smart farms explaining each process.
Next to that, it’s all about an intuitive experience by seeing what it takes to grow vegetables in a controlled environment. Heeyeon says, “For consumers to have these greens on their plates or in a smoothie sometime later, makes them more connected to the product. They’ll feel more connected to the product than before.”
