- COMPANY / BRAND
EVENTS
& PARTIES
DON’T JUST TELL IT
HOST IT
Craft beer culture grows through shared experiences. The Booth needed ways to meet people beyond the bottle.
The goal: build participation through occasions people wanted to join. I led the events I managed from concept and audience recruitment to live operations, working with the in-house team and specialist partners.
The programme brought the brand into recurring festivals, museum evenings, music-led parties and local gatherings.
A WHOLE
CULTURE ON TAP
International and Korean breweries, a playful visual identity and an open invitation came together as a festival. I handled branding and partnerships in the early editions, then became overall project PM for subsequent editions.
ONE EVENT
MANY TOUCHPOINTS
Campaign materials, tasting glasses and on-site branding carried the same character from the invitation to the final pour.
THE PEOPLE
SET THE TONE
DJs, musicians, artists and cultural venues shaped what guests experienced. These collaborations gave each gathering a specific reason to happen, from exhibition discovery to a live set.
MUSEUM NIGHT
JULIAN OPIE
A private viewing at Suwon’s art museum combined docent-led discovery, beer and DJ music, opening the exhibition to a different kind of evening.
JUSUMJUSUM
PARTY IN PROGRESS
A raw, pre-opening space in Gwanghwamun hosted a year-end party. DJ sets and a display of earlier projects made the unfinished venue part of the story.
A DIFFERENT ROOM
THE SAME SPIRIT
At Hwangnam House in Gyeongju, a hanok courtyard and intimate performances created a quieter gathering. The setting, music and illustrated materials carried one connected idea.
OCCASIONS
THAT BROUGHT PEOPLE IN
- A recurring gathering
The Beer Week Seoul developed into a repeated festival with brewery and community participation.
REVIEWED THROUGH / Festival attendance records and participating breweries / communities- New cultural settings
Museum nights, parties and neighbourhood gatherings gave the brand different ways to meet people.
REVIEWED THROUGH / Programme archive and partner / guest participation
MADE POSSIBLE
TOGETHER
- COMPANY / BRAND
- The Booth
- WHEN & WHERE
- Selected work, 2016–2019
Seoul, Suwon and Gyeongju - MY ROLE
- Myounghee Kang, in-house at The Booth
Event concept, audience recruitment and operations; early festival branding / partnerships and later overall festival PM - MADE WITH
- The Booth in-house team, production and design partners, artists, DJs, musicians, cultural venues and communities
Photo collages are original project archive materials