Apple Hanam

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 second was the Hanam Store.

The Apple Hanam store is located inside Starfield Hanam, the second-largest shopping mall in South Korea. The Chinese characters for Hanam (河南) mean “southside of the river,” reflecting its location on the eastern outskirts of Seoul, where the Han River begins. Unlike the Gangnam store, which is expected to attract visitors for business purposes, the Hanam store is anticipated to be a destination for families and couples seeking a relaxing shopping, leisure, and relaxing experience.

To capture this essence, we designed a bespoke symbol that evokes the image of a river flowing leisurely and comfortably. Additionally, the logo motion graphics were created by depicting the repetitive circulation of waves within an apple-shaped sphere.