Seoul Museum of History Merchandise

studio fnt led the merchandise development project for the Seoul Museum of History — translating the city’s accumulated histories and stories into objects for everyday use. Beginning with the museum’s existing symbol, a new pattern system and color guide were developed from its core formal elements. Horizontal and vertical lines, circles, and diagonals were reinterpreted as visual markers of Seoul’s historicity and place, its civic character, and the dynamism of the city — a design language extended into a system applicable across notebooks, tote bags, fabric goods, and more.

A range of individual merchandise was developed in parallel, drawn directly from the museum’s collection and Seoul’s historical material. The lineup includes a hopae keyring, a TUKATA collaboration keyring based on imaginary creatures from the Gonyeo Jeondo, a Fritz collaboration drip bag reinterpreting modern salon culture, a children's drawing book using Elizabeth Keith’s prints, a silk scarf mapping Seoul's historic topography, and patterned hanji goods reframing the aesthetics of Unhyeongung.

- Creative direction: Woogyung Geel
- Art direction: Woogyung Geel
- Planning: Minhee Kim
- Design: Whajin Shin, Gyounghwan Lim, Yena Kim
- Motion Design: Sojeong Park
- Collaboration with TUKATA, Fritz, Goober

- Client: Seoul Design Foundation, Seoul Museum of History
- Year: 2025