House of shinsegae
Building the house of luxury
Brand Creation
Brand Guidelines
Brand Architecture
Print & Packaging
Production Management
Brand Advisory
INSIGHT
Shinsegae is one of South Korea's most storied luxury retail institutions. Adjacent to its flagship Gangnam department store, the ambition was to create something altogether different: a destination experience that transcended retail entirely. House of Shinsegae was conceived as an immersive world of gastronomy, wine and VIP guest experiences, a multiverse of luxury living within a bustling urban complex. To realise that ambition, Construct was commissioned to translate the brief into a bespoke brand identity, one that could carry the atmosphere and intimacy of a luxury hotel into a retail environment.
IDEA
At the heart of the identity is the graphic house icon, a symbol chosen deliberately for what it represents: a place of elevated comfort, warmth and experience. The stacked wordmark mirrors the architecture of the space itself, its layered forms echoing the three floors of elegant, curated experience within the House. Together, icon and wordmark reflect the depth and variety of the offering, a brand that is both a place and a world. To complete the identity, Construct developed a bespoke dynamic pattern inspired by the ritual of unboxing: the delight of conceal and reveal, of intimacy and discovery, capturing the sense of anticipation that defines the House of Shinsegae experience at every touchpoint.
IMPACT
The resulting identity gives House of Shinsegae the visual language to stand apart, not as an extension of the department store, but as a destination in its own right. Layered in meaning and refined in execution, it translates the promise of the brief into something tangible: a brand that feels as considered and immersive as the experience it houses.
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