Descente Seoul
Flagship Store
Identity Design
Descente Seoul is a global flagship store that embodies the brand's 'Layers of Technology' concept. It is a space where customers can experience Descente's extensive history, technological advancements, and brand values. By offering a diverse range of sports products, including high-performance items, Descente meets various customer needs. Brendan designed a cohesive space identity that reflects Descente's core values, including its sports philosophy, heritage, and technological expertise. He was involved in the overall design process, including signage, motion design, and product design.
The key visual of Descente Seoul integrates Descente’s sports philosophy, heritage, and technological advancements into the Descente Spirit Mark, creating four distinct symbols. These symbols represent sports, art, technology, and craftsmanship, each visualized with unique design elements. These elements are transformed into patterns and infused throughout the entire Descente Seoul space, creating a cohesive and immersive environment.
The motion graphics at Descente Seoul are centered around three arrow-shaped electronic display panels that symbolize the Spirit Mark at the store's entrance. The video content is designed to emphasize 'visual impact,' 'Descente Seoul's identity,' and 'the structural characteristics of the display panels.' Three main videos were developed using 3D assets that reflect the key visual and texture of the overall space. Additionally, interstitial videos were created to provide a visual break for visitors, reducing fatigue and enhancing the overall viewing experience.
To offer visitors a unique and memorable experience, various goods such as reusable bags, T- shirts, and cards were designed using the key visuals of Descente Seoul. Furthermore, in the goods customization space known as 'MOVEMENT LAB,' graphics were designed for easy application by consumers to customize their goods. This approach increased both the usability of the key visuals and the points of interaction with consumers, enriching their overall experience.
To offer visitors a unique and memorable experience, various goods such as reusable bags, T-shirts, and cards were designed using the key visuals of Descente Seoul. Furthermore, in the goods customization space known as 'MOVEMENT LAB,' graphics were designed for easy application by consumers to customize their goods. This approach increased both the usability of the key visuals and the points of interaction with consumers, enriching their overall experience.
Descente Seoul
Flagship Store Identity Design
BRENDEN
Creative Direction / Do-eui Lee
Project Management / Wook Jung
Project Lead / Hanbeom Choi
Design / Hanbeom Choi, Jeongwon Hwang, Juhyun Lee, Hyewon Jang, Jieun Lee
Client
Descente