Augmented Reality / Tangible Product / Publication Design

Duration: 8 weeks
Individual project
My role: AR prototyping, Editorial design, Book production
Tools: Unity (Vuforia), InDesign, Illustrator, AfterEffects, PremierPro

Using augmented reality, this project attempts to recreate The Debate book, the legendary contest of two prominent graphic designers, Jan van Toorn and Wim Crouwel. Augmented portion of the book visualizes two different designers’ voices.

Both front and back covers were printed using a pen plotter to encompass two different design methods: Wim working towards more systematic, computerized methods of creating design vs. Jan aiming for more fluid, hand-generated design.

Art direction on branding for high-end select shop in Korea

Art Direction / Branding Design / System Building

In 2014, the store went through restoration of the building with an architect Peter Marino. With the new building, we developed an identity system with a whole set of logo, packaging system, signages. The Boontheshop philosophy is based on the concept of the atelier. With an emphasis on the artistic value of fashion, the store becomes the gallery in which it is displayed. New Boontheshop’s direction was to keep the modern, and contemporary branding, but also to give the brand with its timeless value.

Agency: NR2154 from NYC

4N5 Seasonal Campaign

Branding Design / Visual System / Campaign Design / Packaging Design

As many retail stores are facing, Shinsegae department store’s contemporary floors (4th and 5th) were lacking presence despite of its up-to-date contemporary fashion lines.

As an in-house design team, we came up with a solution to create a branding for 4th and 5th floor of our department store. The branding of 4N5 and its campaign revitalized the atmosphere imbued with contemporary look. The campaign and the new packaging provided a new shopping experience for customers. 

Art Directing Christmas Campaign 2014 at Shinsegae. 

Illustration: Curtis Jinkins of Neighborhood Studio, USA
CGI: John Harwood, UK

Rubrica is a Italian restaurant & cafe located on the 3rd floor of the Boontheshop. Art direction on the branding: logo, pattern, package, menu.

As a graphic designer, worked with an illustrator and an art director to develop 1st anniversary branding for premium food market in Korea. Designed in-store promotion graphics. 

A Scalable Viewing Platform for Local Communities in 2028 LA Olympics

Speculative Design / Design Fiction / HCI Design Thinking Process

This project was a series of activities of design strategy—a mode of semi-structured inquiry, synthesis, and ideation that designers use to understand complex systems, frame problems, and communicate a point of view about a recommended course of action. In this case, I focused on speculative design proposals oriented 10 years in the future for LA Summer Olympics in 2028.   

Problem Space
The Olympics is a great opportunity for people to build a sense of belonging, community, and team spirit. Because of limited venue spaces and expenses, remote viewers are likely to enjoy their games in their neighborhood with their friends, family and communities. However, their experience is often limited in social engagement, limited in spirit, and mostly lacks an exciting viewing media platform. Then would it be possible to bring the same amount of spirit and hope to the remote viewers by designing a viewing platform that is as exciting as being in a stadium? How might we disperse exciting viewing opportunities for local communities? How might we bring couch potatoes out to the streets to create hopes and spirits in them by providing a platform to celebrate their belongingness? 

This project is a provocative design concept to arouse discussion about the preferable kind of future on social interactions during the 2028 LA Olympic games. An outcome of this concept is to disperse the spirit of the Olympic games for local communities with technology that is predicted to reach a plateau of productivity in 10 years.