Apple Myeongdong is the third and largest store in Korea after Garosu-gil and Yeouido stores. When Apple opens stores in various countries, it creates each store identity that reflects the unique characteristics of the country or region. For the Apple Myeongdong, we chose the design motive as “Chaekgado,” representing a Joseon Dynasty scholar’s desire to learn. We interpreted this aesthetics of learning as modern creativity and reflected this to express Apple’s products, services, and brand energy. As a result, we developed the new store logo, barricade, gift sets, teaser video, and video walls.
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