date. 2023

​

Nestled in the heart of Seoul, Hoehyeon Underground Shopping Center has long stood as a beloved treasure trove, especially renowned for its unique collection of LP records. This iconic center has been a go-to destination for music enthusiasts and vintage lovers.

To rejuvenate this timeless landmark, I aimed to infuse a fresh, modern, and youthful energy into its brand identity, while preserving its cherished nostalgic essence. The rebranding strategy was tailored to attract a younger demographic, capturing their imagination and linking past to present.

 

The visual overhaul introduces trendy and vibrant designs, reflecting the dynamic spirit of today's youth. Yet, to maintain the soulful connection with the center's heritage, I incorporated black and white grained photographs in the posters. These visuals not only pay homage to the past but also create a striking contrast with modern elements.

This rebranding is more than just a facelift; it's a celebration of Hoehyeon's legacy, reimagined for the new generation.