- COMPANY / BRAND
RETAIL
BRANDING
A BRAND YOU
CAN SPEND TIME IN
As The Booth expanded through distribution, its stores had a different role: let people experience the brand in person. Each neighbourhood brought a different audience and occasion.
The goal: translate the same playful identity into distinctive retail experiences and carry them through to opening. I led new-store planning, agency collaboration and opening delivery alongside menu planning and development.
PlayBooth, Sinyongsan and CampVibe became operating stores with distinct concepts and a recognisable shared attitude.
CLOCK OUT
PLAY ON
A former underground parking space became a social playground for the surrounding office neighbourhood. I connected the audience and brand brief with spatial specialists and the operating team.
PLAY WAS
PART OF THE BRIEF
Games, a DJ booth and flexible event areas gave the space different rhythms. Raw building features, artwork and brand objects made the character tangible.
A BREWERY
AT HEART
An industrial frame, timber bar and visible brand objects put the brewing identity up front. Space, menu and everyday service formed one guest experience.
A LITTLE
FURTHER OUTSIDE
A camping-inspired concept suited Gwanggyo’s relaxed, family-oriented setting. Informal seating, playful activities and a dog-friendly approach created another occasion for the brand.
DISTINCT CONCEPTS
OPEN DOORS
- Concepts became operating stores
Different audience and occasion briefs carried through to completed spaces, menus and openings.
REVIEWED THROUGH / Opening delivery and completed store / menu records- Commercial relevance
Sinyongsan demonstrated strong sales productivity within the store portfolio.
REVIEWED THROUGH / Sales per unit area, reviewed in the internal project recap- Editorial recognition
PlayBooth was featured in Monthly Design’s 2018 Korean Design Annual.
REVIEWED THROUGH / Published editorial feature and spatial project record
MADE POSSIBLE
TOGETHER
- COMPANY / BRAND
- The Booth
- WHEN & WHERE
- Selected openings, 2017–2019
Gwanghwamun, Sinyongsan and Gwanggyo - MY ROLE
- Myounghee Kang, in-house at The Booth
New-store planning, partner coordination and overall opening PM; menu planning and development - MADE WITH
- Spatial design agencies, brand and graphic design partners, The Booth menu and operations teams