Merck KGaA, a leading chemical and pharmaceutical company, held its Displaying Futures Symposium in Seoul on Wednesday under the theme of “ubiquitous interaction.”

The annual event was held in Japan and Taiwan in 2011 and 2012, respectively.

“The conference provides a chance for all participants to rethink the interaction between people and displays,” said Walter Galinat, president of performance materials of the German firm, at a press meeting in the morning prior to the symposium.

“With the Displaying Futures initiative, Merck wants to learn how experts in each field make communication visible, apart from a simply technological approach.”

Also participating at the press meeting was Michael Grund, president of Merck Korea.

Grund emphasized the importance of the Korean market, the home turf for global electronics firms such as Samsung Electronics and LG Electronics and a rich talent pool, and promised that the firm would expand its business by reinforcing its R&D in Korea for organic light-emitting diode technology.

In 2011, Merck launched an OLED application lab in Gyeonggi Province, the first established outside Germany.

Under the auspices of the German Embassy in Korea, the global leader in the liquid crystals market is pursuing the initiative to offer insights into cultural perspectives, highlight market developments, and sensitize society to significant changes in lifestyles, according to the firm.

“Display technology has already permeated our daily life, enabling innovative lifestyles. Technological evolution means realizing what our minds have imagined. This reflects Merck’s commitment to the true meaning of display technology development that should lead to positive innovations in our life,” president Grund said.

Adam Greenfield, one of the keynote speakers for the event and author of the bestseller “Everyware,” said, “Under the ubiquitous computing environments, machines will fit the human environment instead of forcing humans to enter theirs.”

By Kim Young-won (wone0102@heraldcorp.com)