Shinsegae — South Korea’s largest retailer wanted to launch a new home-wares offer. ‘The Life’ brand was created to target aspirational young Koreans with a desire for contemporary and stylish living.

The design solution was inspired by a simple and universal truth: ‘We all love to build our homes beautiful’. Brought to life through a bird that collects items to build a comfortable and beautifully personalised home.

Defining both the architectural and interiors approach, the brand language touches upon all areas of design and materiality throughout the store.
Angled ‘sticks’ are interpreted and referenced throughout the graphics scheme – from a range of simple icons representing brand and service offers through to bold and impactful layered departmental signage.

^{Working with Conran & Partners
Shortlisted – Design Week Awards 2016
Shortlisted – FX Magazine Design Awards 2016}