Apple Gangnam

On opening a new store, Apple greets the local community by creating a bespoke symbol and offering limited-edition gifts that capture and reflect the unique character of the area. This symbol is showcased before the store opens on construction barricades, digital billboards, websites, and online ads to introduce themselves in advance.

Studio fnt was responsible for the graphic design of three Apple Store openings in major areas of Seoul from March 2023 to January 2024. This challenging project required us to blend the distinct characteristics of three unique locales—Gangnam, Hanam, and Hongdae—with Apple’s identity. The first of these stores was the Gangnam Store.

Gangnam is the busiest area in Seoul and the entire country, with the highest volume of traffic, people, and information flowing in and out. Gangnam Boulevard, where the store is located, stretches for 7 kilometers in a straight line, a rarity in Seoul, and transforms into a vibrant street of lights at night, adorned with numerous digital displays.

Inspired by the sense of movement, speed, and the brilliance of lights, we designed a bespoke symbol resembling the light trails of cars racing across the surface of an apple-shaped sphere.