The Challenge Museum


The Challenge Museum aims to give the youth of South Korea a new sense of agency in building a prosperous future. Distributed over three levels, the museum invites visitors on a journey of exploration to shift their perspective and discover how they might become pioneers of positive change in the world.

In this design proposal, Tellart collaborated with world-renowned architects UNStudio to propose an ambitious immersive experience that holistically blends architecture and exhibition elements with the building’s lush natural surroundings.


The museum provides a singular place for people to reflect on their own interests and talents and to imagine how they might step out in the surrounding gardens—and into the wider world—with a fresh point of view. The guest journey is designed to help people directly experience the creativity, optimism and perseverance that lie at the heart of the “Challenge Spirit.”


The founder of Dongwon Industries famously flipped the map of Korea to see its position in the world with new eyes. The architecture and guest experience are built on this notion of flipping perspectives while maintaining a stable horizon.

Visitors use augmented reality to explore the relationship between astronomy and our Earth’s weather patterns and sea currents — a topic of deep study in Korea for thousands of years.


Visitors are immersed in the expanses of our natural world, and by experiencing an unexpected journey from outer space (below) to ocean (above), they discover new ways of perceiving, exploring and imagining possibilities beyond what is known.


The future has always been unknown: pioneers have been challenging themselves since the dawn of humanity to overcome adversity and explore new frontiers. Visitors are introduced to historical challenges and triumphs, as well as signals of change that point to upcoming challenges and opportunities. These are equally important sources of inspiration for today’s youth when they consider their role in shaping the future.

“Turn the Map upside-down and you will find the future of Korea.”

Mr. Jae-chul Kim, founder of Dongwon Industries

Project Data


• Building surface: 8300m2

Selected Press:

Project team:

Exhibition Design: Tellart
Architecture: UNStudio, UNSFutures
Visualisations: UNStudio, Plomp
Diagrams: UNStudio, Tellart

new projects and partnerships: projects@tellart.com


press, PR and speaking engagements: press@tellart.com


please include a cover letter, CV & portfolio: careers@tellart.com

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