SK Telecom said on Thursday it will run a new exhibition, 'Emotion Lab', at its brand experience space 'T Factory Seongsu' from Sept. 19 to Nov. 15 that expresses emotions through scent and color.

Emotion Lab is the second exhibition in the 'data center series', which turns the concepts of a data center - storage, processing and connection - into customer experience content. SKT introduced the first data center series exhibition in May with a photography theme. This time it reinterprets the data center concept by delivering emotion data through scent and recording it with color. The exhibition was planned together with the brand 'Random Diversity', which has implemented sensory elements such as color and scent.

On the first floor of T Factory Seongsu, the company will run 'Scent of Emotion' for free, which expresses emotions through scent. Anyone can take part regardless of their telecom carrier. It compares brainwaves when visitors look at photos taken with someone important to them and when they smell various fragrances, then combines the fragrances that show the most similar patterns to help them find their own scent as a 'coder'.

Visitors can complete a perfume based on the measurement results and receive it in a package along with a letter they write. Among customers who join a social media authentication event, the first 1,000 will also be given a heart-shaped pendant that can hold scent and plaster goods.

On basement level 1, it will run 'Color of Emotion', which records emotions in color. It analyses brainwaves and biometric reactions measured while visitors look at photos and extracts a color corresponding to the emotion. The color is produced as an 'emotion vial', a small bottle containing liquid. It also provides an emotion report that allows visitors to check their emotional state at the time of the experience. The fee is 20,000 won per person, and SKT customers can use it for 16,000 won after a 20 percent discount.

Basement level 1 also has an 'Emotion Vial Media Wall', where visitors can look at other people's emotions in color and find emotions similar to their own, and an 'Emotion Vaccine Library', where they can check the stories contained in the colors.

In addition to the exhibition, T Factory Seongsu also runs a 'T Factory Lounge' for SKT customers and a free baggage storage service.

Yoon Jae-woong (윤재웅), head of SKT's Product & Brand Division, said the exhibition was planned in terms of being able to convey feelings by converting the data of 'emotion' into scent and color. He said SKT will continue to help customers naturally experience the SKT brand in their daily lives through T Factory Seongsu.