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Young Poong Bookstore Brand Identity, Space Identity / Jongro Branch Remodeling

  • Location Seoul, Korea
  • Type Commercial
  • Total Area 73,677㎡
  • Design / Completion 2008 / 2009
This project is a large scale bookstore with a new brand identity and shop identity. The newly suggested brand concept of Young Poong Bookstore is ‘Urban Lounge’, meaning a place of interchanging culture through communicating and sharing. ‘Magic Tree’ is a symbol for its brand identity, which symbolizes the will of pursuing various values through reading and always being together in the dreams and hopes of people. Flowers symbolize hope, fruits symbolize variety, leaves symbolize freshness, and knowledge symbolizes the giving of information through books. The concept of the interior space is called ‘Book Forest’ in which the elements of nature, trees and earth, leaves and fruits, etc., are taken as a motive to provide a comfortable space.