Location :Mapo-gu, Seoul, Republic of Korea
Completion : 2014.12
Area : 52m2
Client : Gentle Monster
Design : Taehwan(elevation) with Gentle Monster visual team
Concept : BEATING BEATS
Photo : Gentle Monster
The Quantum project has created a distinctive branding that goes beyond the visual display and talks about sound, scent, and memory. Many brands now try to differentiate themselves from their branding strategies, but at the time, there was no branding that stimulated the senses in commercial stores. Beating Beats is a project I wanted to perform. I was able to make my stage art, which was my major, from production to planning and costumes. Minky, a fashion designer who fits in with the atmosphere of the concept, was given the motto by drawing the director of the school acquaintance. I think the performance is the perfection of all five senses. The important thing is that it was done in a commercial store. From the standpoint of the public, I would have accepted the image of this experimental commercial store, the structure displayed there, and the image of the brand Gentle Monster, which is undergoing this situation in places other than museums and theaters.