Welcome to Shinsegae Namsan, the South Korean retailer’s latest luxury location at the base of Namsan Mountain. 2x4 designed the identity, design system, and signage for the destination, as well as the identity for Yamabuki, a Japanese fine dining restaurant on-site. The site also boasts a concert hall and education center.
The system for Shinsegae Namsan includes a dynamic pattern-generating program devised to produce abstract landscape iterations at various scales that serve as an ongoing motif. Starting with a single upward brushstroke, a series of peaks build on one another to form an abstract intimation of the mountain ranges that surround Seoul.
