LANEIGE Seoul Flagship Store Motion Graphics

The LANEIGE Seoul Flagship Store project began by exploring the relationship between the brand’s visual identity and the distinct character of Myeongdong. A place where commerce, culture, tourism, and everyday life coexist, Myeongdong is constantly shaped by the intersection of different people, images, and languages. We reimagined this vibrant urban landscape through the lens of LANEIGE, drawing on the many scenes found between familiar images of Seoul and the city’s ever-changing expressions to unfold a bright and dynamic interpretation of the brand.

Architecture and streetscapes, colors and forms, and the movement of people observed across Seoul and Myeongdong move fluidly between the products and visual language of LANEIGE, creating a series of new scenes. Rather than converging on a single visual style, we used a range of approaches—including illustration, graphic design, 2D and 3D motion, and AI-generated imagery—allowing different images, textures, and movements to flow into and expand upon one another. Displays of varying scales and proportions throughout the store each present their own scenes, while together forming a continuous visual landscape and rhythm across the space.