BY25 Creative Center Insight Tour
Summary
The BY25 Insight Tour was an upgraded version of our previous tours, offering a wider range of programs and destinations to gain diverse insights.
The tour was held in Busan, Jeju, Onyang, and Yeongwol. This presentation introduces the planning and execution of the tour.
Our previous Insight Tours were held in three of our corporate hubs – Osan, Busan, and Jeju. While these
tours were well-received, we started to think about how we could provide more diverse and richer
insights to our members to live up to the name ‘Insight Tour’.
We started to think about questions such as ‘What is insight?’
‘When did I get insight?’
‘Where did famous designers/artists get insight?’
‘Where did they get insight?
We started to think about questions such as ‘What is insight?’
‘When did I get insight?’
‘Where did famous designers/artists get insight?’
‘Where did they get insight?
The center has been renamed from the ‘Design’ center to the ‘Creative’ center. The role of the designer is also no longer
at the end of the process, receiving cut data and finalizing it. It’s shifting to a position where they are actively involved
from the beginning of the process and can influence the direction of the project. So what insights do designers need to
have for their non-styling role as creatives?
Looking back on my own experience, a cup of hot tea at a cafe in the rain gave me a clue to a design that was stuck, or a student’s bag in Seongsu-dong for lunch gave me an idea for a package design. A conversation with a coworker who traveled with me on a business trip while waiting for the train was the beginning of the project. Isn’t an insight a moment when the seed of an experience germinates from an unexpected encounter somewhere through ‘me’?
If you think about it, we’ve seen a lot of them already. In books, on the web, on our phones. But when we look at a product, a graphic, an interior design, and the product, graphic, or interior output comes out of it, can we call that first look an insight? Isn’t it more about the experience of walking, touching, eating, and smelling than seeing? Isn’t it the everyday experience of reawakening the senses that becomes insight?
“The future is actually sleeping in the activities you do outside of your day job. The essence of work is hidden in the act of throwing yourself into something even if it seems unhelpful at the time.”* With these thoughts in mind, we began planning the tour in earnest.
Looking back on my own experience, a cup of hot tea at a cafe in the rain gave me a clue to a design that was stuck, or a student’s bag in Seongsu-dong for lunch gave me an idea for a package design. A conversation with a coworker who traveled with me on a business trip while waiting for the train was the beginning of the project. Isn’t an insight a moment when the seed of an experience germinates from an unexpected encounter somewhere through ‘me’?
If you think about it, we’ve seen a lot of them already. In books, on the web, on our phones. But when we look at a product, a graphic, an interior design, and the product, graphic, or interior output comes out of it, can we call that first look an insight? Isn’t it more about the experience of walking, touching, eating, and smelling than seeing? Isn’t it the everyday experience of reawakening the senses that becomes insight?
“The future is actually sleeping in the activities you do outside of your day job. The essence of work is hidden in the act of throwing yourself into something even if it seems unhelpful at the time.”* With these thoughts in mind, we began planning the tour in earnest.
1. Tours that enhance creative resolution through observational and experiential experiences
2. Tours that visit fascinating places across Korea to see the potential of K-Culture and experience its future possibilities
3. Tours that expand your senses through the process of meeting and interacting with new people
2. Tours that visit fascinating places across Korea to see the potential of K-Culture and experience its future possibilities
3. Tours that expand your senses through the process of meeting and interacting with new people
The tours were designed to be sensory-rich, focusing on a variety of “ ‘experiences’. We selected cities to visit in
each region of the country and designed the program with experiences that can only be found in those cities. I also
emphasized the importance of bonding and interaction. When I was planning the Insight Tour, I was able to expand my
thinking by talking to my colleagues at the center. It’s one thing to think about something in your head, but it’s
another to talk about it with someone else. As you talk, you organize your thoughts, and as you talk, your thoughts grow,
like rolling a snowball. Sharing these thoughts together is also an insight.
The tours are divided into two categories.
The tours are divided into two categories.
1. tours to experience the core content of your company and brand: insights tours to revisit our familiar stories and build on them to explore the future
2. Exploring local culture and trend-setting sites: Insights tours to awaken the senses by going to unexpected places, meeting unknown people, and spending time in new ways.
2. Exploring local culture and trend-setting sites: Insights tours to awaken the senses by going to unexpected places, meeting unknown people, and spending time in new ways.
The first tour was the same as the previous year: Busan, Osan, and Jeju. However, Busan had so many great spots that we
decided to make it a two-day tour. The second tour was planned for Onyang, Yeongwol, Daegu, and Daejeon. We chose places that
are a little difficult to visit alone, and places that would be better to visit together.
We organized a pre-tour meeting to create a time to think and talk before and after the tour. We also made our own refreshments because we wanted to be in the mood for conversation. Since we were meeting from different teams, we started with a few introductions and went over the tour schedule.
When I was looking for a good icebreaker, I remembered a dress code match from an icebreaking book. Not only does it give people something to talk about, but it also gives them a chance to look at each other with interest. To encourage active participation, we also created a simple best dressed prize. After organizing the tours, the first tour went to Busan.
We organized a pre-tour meeting to create a time to think and talk before and after the tour. We also made our own refreshments because we wanted to be in the mood for conversation. Since we were meeting from different teams, we started with a few introductions and went over the tour schedule.
When I was looking for a good icebreaker, I remembered a dress code match from an icebreaking book. Not only does it give people something to talk about, but it also gives them a chance to look at each other with interest. To encourage active participation, we also created a simple best dressed prize. After organizing the tours, the first tour went to Busan.
Busan Insight Tour / 2024.10.15-16
Since it was a two-day trip, we were able to visit a bit more places than in previous years. We started the day at Ochoryang with a ‘Make Your Own Blended
Tea’ class. On a rainy day, the deepening greenery and the scent of Kumokseo seemed to welcome us to Busan.
Itinerary
|
Oct. /15th
Arrival in Busan, Lunch
Ochoryang [Practice making your own blended tea]
Visit Ochoryang X Letter house Exhibition
Visit AmoreBusan / Story A / Osulloc Busan
|
Oct. /16th
Busan Maritime and Natural History Museum
Lunch
Insight Talk – Momo’s Coffee
Departure from Busan
|
Oct. /15th
Arrival in Busan, Lunch
Ochoryang [Practice making your own blended tea]
Visit Ochoryang X Letter house Exhibition
Visit AmoreBusan / Story A / Osulloc Busan
|
Oct. /16th
Busan Maritime and Natural History Museum
Lunch
Insight Talk – Momo’s Coffee
Departure from Busan
I was worried before I left because I had to stay overnight on my first tour, but thanks to everyone’s active participation, I was able to complete the tour safely.
The last photo is from the insight talk, where we talked about the most memorable moments of the tour. At the Momos coffee, with its gorgeous building and garden, shade and cats.
Onyang Insight Tour / 2024.11.12
Due to the late summer, I took my second insight tour to Onyang, where fall is still in full swing. The Onyang Folk Museum is a place with history and meaning in itself.
The hospitality of many people at the museum and the center made our time there worthwhile.
Itinerary
|
Depart Yongsan
Visit the Onyang Folk Museum
Visit the Gujung Art Center
See an exhibition at the Asan Craft and Creative Center
Take a making class
Depart Onyang
|
Depart Yongsan
Visit the Onyang Folk Museum
Visit the Gujung Art Center
See an exhibition at the Asan Craft and Creative Center
Take a making class
Depart Onyang
Jeju Insight Tour / 2024.12.18-19
It’s December, and while the wind is blowing cold in Seoul, red -colored camellias are in full bloom in Jeju. I traveled to Jeju to experience the spots related to Osulloc, which is based in Jeju, and the unique nature of Jeju. I was wondering what kind of things you can only feel in Jeju, and the answer was nature.
Itinerary
|
12/18
Arrival in Jeju
Osulloc Tea Factory Tour
Lunch
Veke Docent Tour
Visit Osulloc Room
|
12/19
Osulloc Tea Museum
Gogjawal Provincial Park
Lunch
Bookstore Sorisomoon
Yoo Dongryong Art Museum
Departure from Jeju
|
12/18
Arrival in Jeju
Osulloc Tea Factory Tour
Lunch
Veke Docent Tour
Visit Osulloc Room
|
12/19
Osulloc Tea Museum
Gogjawal Provincial Park
Lunch
Bookstore Sorisomoon
Yoo Dongryong Art Museum
Departure from Jeju
Yeongwol Insight Tour / 2025.5.14
After being postponed due to the season and other circumstances, the tour resumed in May. We stopped at ‘Yeongwol Nevertheless Farm’ for a tour that awakened our senses.
At the end of the tour, we shared a cup of tea at a traditional tea house.
Itinerary
|
Arrival in Yeongwol
Exhibition <Soil, Soil, Soil> Docent Tour
Tomato Farm Tour
Tomato Dine
Insight Talk
Departure from Yeongwol
|
Arrival in Yeongwol
Exhibition <Soil, Soil, Soil> Docent Tour
Tomato Farm Tour
Tomato Dine
Insight Talk
Departure from Yeongwol
The BY25 Insight Tour concluded with a tour of Yeongwol, where all five senses were filled with happiness. It was a pity that
the tours in Daejeon and Daegu, which were planned for various reasons, could not be carried out.
We live in an era where we can go to the bottom of the sea and the top of the sky through media devices while sitting at our desks. In this era, direct experience feels like a privilege. When we get out of the office and awaken our physical senses, the experiences we see and feel with our own eyes build up inside us. The limits of experience create the limits of imagination. We can only imagine based on experience.
There were many people who helped me create the tour I envisioned. When I called places I didn’t know and asked if we could create our own program, everyone not only said yes, but also actively helped. I’m also grateful to the people who sympathized with my ideas and made the decisions that allowed me to execute them. I would also like to thank the people who participated in the complex tour, which had many different missions.
We live in an era where we can go to the bottom of the sea and the top of the sky through media devices while sitting at our desks. In this era, direct experience feels like a privilege. When we get out of the office and awaken our physical senses, the experiences we see and feel with our own eyes build up inside us. The limits of experience create the limits of imagination. We can only imagine based on experience.
There were many people who helped me create the tour I envisioned. When I called places I didn’t know and asked if we could create our own program, everyone not only said yes, but also actively helped. I’m also grateful to the people who sympathized with my ideas and made the decisions that allowed me to execute them. I would also like to thank the people who participated in the complex tour, which had many different missions.
- Amorepacific Creatives
- Planning
- 강유선
