SM Entertainment is the largest entertaintment company based in South Korea. As an Entertainment office which is already quite large in South Korea and is already well-known in the world, SM Entertainment then opened its representative office in Asia Pacific. Indonesia was honored to establish the first SM Entrepreneurship representative office in Asia Pacific. The representative office was established to help the fans reach SM Entertainment talents,  also to screen talents in Indonesia to become SM Entertainment talent.

SM Entertainment was applying the concept of THE BINK which is taken from the philosophy of Box and Pink. Box is taken from the architect's thinking to describe the career stepping of a talent from a management entertainment. The depiction of a career stepping by an architect is analogous to being a ladder. The shape of this ladder by architect is applied to the form of 'Box'. The Box concept is then applied to bench furniture and room corners in several SM Entertainment areas. The use of box-shaped bench furniture makes it more dynamic and functionally can accommodate more people.

Pink itself is applied by architect to make the branding identity of SM Entertainment still perceive, so architect created room colour shades seems like the pink colour scheme. The use of this pink colour scheme derivates the impression of soft and friendly and create a comfortable room.

As a representative office, SM Entertainment is also equipped with several rooms that functionally have their own uniqueness. The first unique room is audition room, where the room is used for visitors who may have the talent to show their talents and can be part of SM Entertainment. Equipped with a sound system and audio visual recording device, everyone can feel the audition situation.

The second room is a photo booth set against a green screen and integrated with technology, visitors can feel the euphoria taking pictures with their idols through the holographic system.

The third room that is also important is amphitheatre, which is used by the SM Entertainment Team to review the audition results obtained or just for a meeting. This room is a communal concept in the SM Entertainment Office.