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Hyundai Card Studio Black

Seoul, South Korea

Set in the heart of Gangnam district in Seoul, Studio Black’s brand positioning differentiates itself through its breadth of hospitality-like amenities, exemplary service, and distinct lifestyle attributes. The space showcases fluid productivity and creativity in its design, while its typology describes the journey across multiple scales from architecture to brand collaterals by extracting meaning from familiar objects. The design was inspired by entrepreneurial startups, and creates a modern toolkit to support the creative process by tapping into the authentic voice of the creative “no pain, no gain” mindset. Raw documents and puzzles serve as the visual metaphors that express the ideation process within an informal, stimulating environment.