When Shinsegae, Korea’s leading luxury retailer, began developing a new landmark location for their high-end concept store, BOONTHESHOP, they needed a creative approach that could set the brand apart. Shinsegae came to NR2154 with a request to create a unique brand that would bring them in step with Seoul’s shifting retail and experiential landscape.

Working closely with architect Peter Marino, we drew on Shinsegae’s heritage of artistic patronage to create a unifying concept for the next era of BOONTHESHOP. More than a store, we aimed to build a world-class gallery merging fashion, art, and culture in an all-encompassing brand, service, culinary, and retail experience.

To match this break from retail tradition, we developed a flexible brand identity that could extend to every touchpoint of the shopping experience. Exploring the intersection of heritage and modernity, we merged classic details with bold typography in the wordmark, and contrasted this with a geometric mark and pattern derived from the brand initials.

The in-store experience features curated displays, exclusive designer and artist collaborations, vernissage-style previews for VIP members and tastemakers, and a unique packaging ceremony that elevates the overall service offering.