Apple Hongdae

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 third was the Hongdae Store.

Graffiti, a symbol of street culture

The area around Hongdae (Hongik University station) is the heart of street culture in Korea, renowned for its indie music, art, and vibrant youth scene. This neighborhood, a symbol of individuality and creativity, is home to numerous artists and musicians. Its alleys are alive with alternative cultures and activities, with graffiti being a standout feature.

Unlike typical graffiti in the Latin alphabet, we applied the bold strokes of the Korean character "홍대 (Hongdae)" to the silhouette of the Apple symbol. Using spray paint effects to capture the dynamic motion of each stroke, we collaborated with Soulscape, a key figure in Korean soul/jazz and hip-hop, to create music that perfectly complements this vibrant symbol.

Photo: Jaemin Lee and Sujeong Park, courtesy of studio fnt

Photo: Sujeong Park, Seung Ah Lee, and Jaemin Lee, courtesy of studio fnt

- Creative direction: Heesun Kim
- Art direction: Jaemin Lee
- Design: Whajin Shin, Jaemin Lee
- Motion design: Delpic Design Studio
- Music: Soulscape

- Client: Apple
- Year: January 2024