aespa wins user experience category at iF Design Award

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aespa wins user experience category at iF Design Award

Published: 20 Apr. 2022, 18:08

Girl group aespa [SM ENTERTAINMENT]

Girl group aespa’s first EP “Savage” won the user experience category at Germany’s 2022 International Forum (iF) Design Award, according to SM Entertainment on Wednesday.

The iF Design Award was founded in 1954 and is one of the world’s major design awards, along with the United States’ IDEA Design Award and Germany’s Red Dot Design Award.

Buyers of the EP were able to not only enjoy listening to the music, but also experience SM’s “Kwangya” universe via SM Entertainment’s SMTOWN AR app. The Kwangya universe, or SM Culture Universe (SMCU), aims to connect all artists under the K-pop powerhouse under one elaborate storyline. aespa’s group identity revolves around each member having a virtual alter ego in the digital space, taking the form of computer-generated avatars that appear in the group’s music videos and performances.

“The EP expanded aespa’s unique backstory into the realm of user experience,” SM said.

aespa debuted in November 2020 with its single "Black Mamba." It is best known for hits “Next Level” (2021) and “Savage” (2021).

BY HALEY YANG [[email protected]]