SK Telecom, T1 launch immersive exhibition 'Amhaeng Cheonmun' at T Factory Seongsu

SK Telecom is launching an immersive exhibition titled "Amhaeng Cheonmun: Byeoreul Heda" (Amhaeng Cheonmun) in collaboration with esports organization T1.

SK Telecom said Tuesday the exhibition will open Wednesday at T Factory Seongsu, the company's brand experience space.

SK Telecom said it has supported T1 in various ways since founding the organization in 2004 to connect with younger generations. The company designed the exhibition to present T1's history through spatial content, allowing young visitors to experience esports culture and the SK Telecom brand organically.

According to SK Telecom, Amhaeng Cheonmun is a story-driven, interactive exhibition in which visitors take on the role of a "rookie Amhaeng Cheonmun officer" and carry out a mission to study stars through the exhibition and experience spaces inside T Factory. The stars serve as a metaphor for the championship legacy built by T1's players.

In the exhibition area, visitors can view T1's major history, the actual game-worn uniforms of players Faker Lee Sang-hyeok and Lim Yo-hwan, and championship trophies from past Worlds (the League of Legends World Championship) and LCK tournaments.

The experience zone offers a range of interactive programs: a "memory training station" where visitors recall T1's championship history and arrange events in order using video hints; a "reflex training station" where participants stop a stopwatch at exactly 4.13 seconds, symbolizing T1's founding date of April 13; an "observation training station" where visitors spot differences alongside T1's character "Tikkeulz"; and a "Cheonmun Chaengmun" quiz testing knowledge about T1.

Visitors who complete the exhibition experience receive a photo card matched to a constellation for each player, as well as a fortune receipt written by the players themselves. They can also take part in an on-site random draw.

The exhibition runs Wednesday through Sept. 13, starting at T Factory Seongsu before moving to major Asian cities including Hong Kong and Taipei. Advance reservations are available through the T1 membership site, and walk-in visits are also welcome.

SK Telecom is also selling exhibition-exclusive merchandise through the T1 membership site. Ordered products can be picked up on-site at the T Factory courtyard.

Alongside the exhibition, T Factory Lounge on the second floor of T Factory will offer special T1-themed programs throughout the exhibition period. The lounge is open to all SK Telecom customers at any time and operates as a cafe-style space where customers and one accompanying guest each receive a complimentary beverage.

SK Telecom said visitors can also enjoy various interactive experiences at the lounge, including "Fortune Photo," a four-cut photo booth, and "Phone Atelier," a phone strap crafting corner. Phone Atelier will provide limited-edition materials featuring T1 player characters and signatures, while Fortune Photo will offer special frames for photos with T1 players.

On Wednesday, when the exhibition opens, Paul Bassett — the barista behind the "Paul Bassett" brand — will visit T Factory to personally brew coffee for guests. Starting in mid-July, a Paul Bassett collaboration summer-limited special red menu, available exclusively at T Factory Seongsu, will also be offered to customers free of charge.

"We hope the collaborative exhibition with T1 and its associated events will be an enjoyable brand experience for SK Telecom customers visiting T Factory Seongsu this summer," said Yoon Jae-woong, head of SK Telecom's Product & Brand Division. "SK Telecom will consistently offer special benefits and events for our customers going forward."