BEANPOLE

Our firm undertook the new Store Identity (SI) design for Beanpole, a brand that has enjoyed immense popularity since 1989 by reinterpreting traditional British classic styles for the Korean market. For this project, I was responsible for designing the new SI. In recent years, the brand had made various experimental attempts to keep pace with the influx of new, contemporary labels.

To redefine the space, we took a step back to reflect on what originally made Beanpole beloved, ultimately choosing to refocus on the brand's core heritage. We represented Beanpole's identity by utilizing heritage-driven materials, such as chalk, and applying them to major interior elements like ceiling patterns.

Additionally, to appeal to a younger demographic, we established a classic mood as the spatial foundation while adding youthful points through collaborations with prominent emerging artists.

Although the flagship store project, which was intended to fully showcase all these design elements, was unfortunately halted, the core concepts we developed were successfully adapted and implemented as Beanpole's new Store Identity.