KINETIC GROUND
Lotte Department Store
Visual Branding
The new fashion zone, Kinetic Ground, introduces a dynamic visual identity that reflects the evolving culture of retail. Our motion graphics blend the creative languages of fashion, art, and design into a unified visual experience. Familiar everyday objects and symbols are reinterpreted with a youthful, energetic aesthetic to resonate with modern shoppers. The result is a visually engaging environment that invites visitors to explore new perspectives within fashion.
The space is divided into three themes—Fashion, Art, and Design—each representing a unique creative energy. This structure allows visitors to explore different visual worlds within a unified brand experience.
Each emblem was designed by reinterpreting familiar objects from fashion, art, and design—tools that shape how creativity appears in everyday life. Rather than functioning as mere icons, these emblems visually represent the role each category plays within the space. They form a unified system that allows visitors to intuitively recognize the identity of each zone. Through this symbolic vocabulary, the visual experience becomes more accessible and engaging.
We used colorful metallic materials to reinterpret objects with a sense of youth, energy, and modernity. The reflective surfaces enhance movement and light, amplifying the kinetic atmosphere of the space.
The motion package consists of a Main Video, a Grid Video blending the three sectors, and three Mood Videos focused separately on Fashion, Art, and Design. Each video conveys a distinct rhythm while maintaining a unified visual identity.
The Grid Video integrates objects and symbols from all categories, visually expressing the connectedness of creativity within the space. In the Mood Series, Fashion features floating fashion-related objects emphasizing the identity of the zone, Art transitions seamlessly between 2D and 3D layers to capture artistic flow, and Design combines typography and 3D elements within a structured layout that reflects design thinking. Together, these visuals establish a cohesive narrative that defines the overall motion identity of the fashion zone.
KINETIC GROUND
Lotte Department Store
Visual Branding
BRENDEN
Creative Direction / Do-eui Lee
Project Management / Wook Jung
Project Lead / Dohae Kim
Design / Dohae Kim, Jieun Lee, Jiyeon Woo, Chaewon Yoon, Hyunji Yu, Junghwan Moon
Original Graphic / Studio Werk
Creative Partner
Taeyoel Lee(Studio Basil),
Sunwoo Shawn Kim
Client
Lotte Department Store