SPC Gangnam Square
Flagship Brand Environment & Retail Creative System
SPC Group · 2022
Directed the full creative relaunch of SPC Gangnam Square — a multi-brand flagship destination housing Baskin-Robbins, Dunkin, and Shake Shack across multiple floors in the heart of Gangnam, Seoul. Developed the overarching brand environment concept, retail creative system, and spatial identity — including large-scale mural art direction, digital display creative, and consumer experience design throughout the flagship. The relaunch positioned SPC Gangnam Square as a cultural destination beyond a food retail space, driving +15% annual revenue growth post-opening.