63 Building
Completed in 1985, 63 Building set the record as the tallest building in Asia and held the title of Korea’s tallest for nearly two decades, becoming synonymous with the idea of the skyscraper for an entire generation. In June 2026 it reopened as a mixed-use cultural destination bringing together art, dining, and lifestyle, with studio fnt leading the rebrand.
The design begins with the building’s most recognizable feature: its gold-glass façade. From the dense grid of golden windows we drew the principle of a repeating unit, then gave it a consistent curvature to arrive at a rounded-square module. This single element, derived from the architecture itself, scales into a grid system that drives the entire brand identity. It extends horizontally and vertically without limit, providing the structural framework for signage and other applications.
The design begins with the building’s most recognizable feature: its gold-glass façade. From the dense grid of golden windows we drew the principle of a repeating unit, then gave it a consistent curvature to arrive at a rounded-square module. This single element, derived from the architecture itself, scales into a grid system that drives the entire brand identity. It extends horizontally and vertically without limit, providing the structural framework for signage and other applications.
The same geometric logic governs a set of custom numerals and a pictogram family. Where four modules meet inside the symbol, a four-leaf clover emerges — the point at which a functional form becomes an emblematic one.
The colour system builds on the gold that has long defined 63 Building, then adds hues drawn from what visitors now encounter on site: the artistic sensibility of Centre Pompidou Hanwha, the greenery along the 63 Oudolf Garden, sunset light reflected on the Han River, and the vitality of twenty-five curated retail brands. Each layer of experience supplied a concrete reason to extend the palette. The new identity binds form, colour, and typography into a single set of rules — preserving the landmark’s legacy while giving shape to the time people will spend there from now on.
The colour system builds on the gold that has long defined 63 Building, then adds hues drawn from what visitors now encounter on site: the artistic sensibility of Centre Pompidou Hanwha, the greenery along the 63 Oudolf Garden, sunset light reflected on the Han River, and the vitality of twenty-five curated retail brands. Each layer of experience supplied a concrete reason to extend the palette. The new identity binds form, colour, and typography into a single set of rules — preserving the landmark’s legacy while giving shape to the time people will spend there from now on.
Photo: Eunji Kim and Jaemin Lee, courtesy of studio fnt
- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Planning: Heesun Kim, Woogyung Geel, Minhee Kim, and Yena Kim
- Design lead: Hyungwon Cho
- Design: Seoyoung Jang, Younghyun Song, and Jaemin Lee
- Pictogram design: Hyekyung Shin (Taptaptap) and Seoyoung Jang
- Motion design: Soojin Chae
- 63 Sky Picnic merchandise design: XORBIS
- Art direction: Jaemin Lee
- Planning: Heesun Kim, Woogyung Geel, Minhee Kim, and Yena Kim
- Design lead: Hyungwon Cho
- Design: Seoyoung Jang, Younghyun Song, and Jaemin Lee
- Pictogram design: Hyekyung Shin (Taptaptap) and Seoyoung Jang
- Motion design: Soojin Chae
- 63 Sky Picnic merchandise design: XORBIS
- Client: Hanwha Life Insurance
- Year: June 2026
- Year: June 2026
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