Hanam, a city in Gyeonggi Province east of Seoul, announced Monday that it will unveil a "Hanam Scenic Train" featuring the city's landmark destinations wrapped inside a Seoul Metro Line 5 train car to mark the cherry blossom season. The wrapping will be applied to one car on the Hanam Line and will run through September.
The city said it brought the project to fruition through inter-departmental collaboration, using the everyday space of a subway system that serves millions of riders daily to deliver a touch of spring to commuters.
The entire interior of the car is covered with the soft sand tones of Misa Hangang Sandy Path, the pink hues of Hanam Cherry Blossom Road and views of the Han River. The sandy path imagery spread across the floor, in particular, gives commuters the feeling of being at a resort during their daily rides.
QR codes placed throughout the car allow passengers to scan and instantly watch videos of the actual destinations. Riders can experience the living, moving Hanam rather than just still photographs.
"We wanted to use the subway, a space closely tied to everyday life, to naturally weave Hanam's charm into citizens' daily routines," Hanam Mayor Lee Hyun-jae said. "We will continue pursuing innovative city branding strategies so that citizens can feel the value of Hanam."