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Works 2011-2013


Commercial Space Cafe Gaongill Seoul (Daehakro, Gangnam, Hanyang Univ.), 2013 Restaurant Alice’s Kitchen Seoul, 2013 Cafe I’m Home #2 Seopangyo, 2013 Cafe I’m Home #1 Dongpangyo, 2010 Cafe Maasiil Seoul, 2010


Commercial Space

Seoul (Daehakro, Gangnam, Hanyang Univ.), 2013 Brand Planning Graphic Design Interior Design Manual

가온길은 바르고 정직한 길 이라는 뜻으로 한국의 전통 디저트를 동시대적 재해석을 컨셉으로 한 카페이다. 브랜드 디자인부터 시작하여, 네이밍과 브랜드 이미지 외 적용 디테일까지 프랜차이즈 사업체에서 적용되어야 하는 모든 디자인 컨설팅을 주관했던 프로젝트 이다. 2013년 5월 대학로 1호점을 시작으로 강남 2호점 한양대 3호점, 이대 4호점의 인테리어 디자인 및 프로젝트 매니지먼트를 담당했다. 팥 디저트를 주로 하는 동종 업계와 차별점으로 현대적이되 한국적인 색채를 잃지 않는 디자인을 골자로 하여 소반과 조각보 등의 한국의 여염집에서 친숙하게 볼 수 있는 시각적 모티브를 감성적으로 공간 안에 표현 하였다. 한국의 전 세대를 아우를 수 있는, 나아가서는 한국의 이미지를 각인 시킬 수 있는 새로운 개념의 카페로서 도약을 목표로 가온길은 다음 행보를 바라보고 있다. Gaongill, the name means a road that is right and honest in Korean, is a dessert cafe which serves modernized Korean dessert and beverages. Since the client of Gaongill has offered the project, I have been charged with from visual design directing to interior design manual that even needed very detailed part. To make this cafe as a franchise brand, I designed and manualized over all of the part such as graphic design, art work, photo, product design. Thanks to strong belief from client I was able to take all their 4 cafe branches on which are located in Dahakro, Gangnam, Hanyang University and Ihwa University in Seoul. Under the circumstance such an oversaturated coffee market around, especially because of customers in Seoul, picky and never loyal to their tastes, who always want new things in their life, I had to consider something unprecendented brand image. There has been exponential growth on Korean desert cafe market whereas customers have turned back to more authentic and real cultural ethics. To encompass those ideas and make this brand differentiated from the others within same field, I set the goal of this project to make a brand that addresses Korean traditional esthetic with contemporary sense. Through a number of study and research I had embarked on a certain sensibility that reaches Korean poetic consensus but also can be appealed younger generations with contemplating modernism. Gaongill is now aiming their succeeding expansion to global market as well as growing positive responses in Korea embracing all generations of customers by impressing their brand image as a new conception of Korean dessert café.

Concept Image

Brand Identity/ Visual Application Design


Visual Image Directing/ Design

Interior Manual Design Development


Rendering

Photo


Rendering

Photo


Photo


Rendering

Photo


Commercial Space

Seoul, 2013 Area: 384M2 Brand Planning Graphic Design Interior Design Manual

건국대학교 근처 에 위치한 캐주얼 이탈리안 레스토랑 앨리스 키친은 대형 건물 4층에 위치하며 이미 포화상태인 대학가 레스토랑가의 경쟁에서 특별하고 인상적인 공간과 요리의 경험을 고객과 나누고 싶어했다. 인더스트리얼 빈티지 무드의 유행으로 대부분의 레스토랑이 제각각의 특별한 인상이 없다는 것을 주목하고 어디에도 없는 앨리스 키친만의 비주얼, 새로운 문화 경험을 제시하고자 했다. 초창기의 컨셉은 고층 건물의 4층에 위치한 지역적 맥락에 착안, 초현실적인 비일상성을 공간에 표현하는 것이었다. 이는 좀더 동시대성을 적용한 기하학적 형태감과 모던하게 재해석된 디테일과 어우러져 새로운 디자인 코드를 앨리스 키친만의 언어로 표현되었다. 르네 마그리트의 하늘과 실루엣, 비현실적 오브제의 의도적 배치, 의도적 색상과 재료의 대비는 이상한 나라의 앨리스에서 구술되는 추상적인 이미지의 구상적 구현으로 다시 표현되었다. Casual fusion Italian restaurant Alice’s Kitchen is located on 4th floor of a high-rise building near Konkook University in which is diverse and vibrant area in terms of casual culinary scene. The restaurant wanted to share a special service and food experience that would be served in an impressive space with customers. There has been a huge boom in Seoul about a certain types of restaurant interior design which can be put in a nutshell, ‘Industrial Vintage Mood’. I found it there are no special or distinguishable traits so that customers would appreciate the restaurant’s uniqueness. To achieve this, I found the most of customers in this restaurant are college girls and geographical context made some sort of feelings get away of daily routine and an isolated space that gives surrealistic ambience. Thus the story of Alice in wonderland was referenced with surrealismic metaphors which are shown art works of Rene Magritte and Max Ernst.


Concept

Brand Identity/ Visual Application Design


Rendering


Interior Design Element Development

Photo


Commercial Space

Cafe I’m Home

Interior Design

Seopangyo, 2013 Area: 318M2 Brand Planning Graphic Design Interior Design Manual

죽전 카페거리에서 부터 아메리칸 브런치 카페로 저명했던 아임홈은 2011년 동판교에 2호점 그리고 서판교에 2013년에 세번째 분점으로 그들의 사업을 확장했다. 레트로한 분위기의 독특한 컨셉의 2호점을 시작으로 3호점의 디자인을 총괄하면서 클라이언트는 전과는 다른 좀 더 정제된 인더스트리얼 빈티지와 브랜드가 유지하는 가정집과 같은 아늑함을 원했다. 새롭게 제안 되었던 I’m Home은 Homey한 무드와 스칸디나비안 데코레이션에 착안하여 모노톤의 색감과 따뜻한 재질감 그리고 손맛이 느껴지는 디테일로 재탄생 되었다. 외관은 집을 나타내는 은유적 형태와 건축적 양감을 살려 기획되었으며 내부는 밝고 경쾌한 반전이 느껴지도록 디자인 되었다, Located in burgeoning area in which is half hour away from Seoul, Cafe I’m Home has expanded their business to open their 3rd branch in Seopangyo. Since the cafe has gained their fame about home styled American brunch, the client wanted to have their new place more homey and refined vintage mixed industrial mood which is differentiated from their 2nd branch I designed in 2011. Newly proposed design was about to hold these two features mixed together and in a way of Scandinavian modernism-ish decoration which provide a cozy humane touch in monochromic structure and space. For the exterior part, figuratively connotative house shaped mass in rusty textured black metal wall leading visitors feel reversal ambience, bright and homey, over the initial outside experience.


Brand Identity/ Visual Application Design

Floor Plan/ Isometric


Perspective


Photo


Commercial Space

Cafe I’m Home

Dongpangyo, 2010 Brand Planning Graphic Design Interior Design Constructed


Brand Identity Design

Visual Application Design


Rendering


Cafe I’m Home


Photo


Cafe I’m Home


Cafe I’m Home


Commercial Space

Cafe Maasiil

Seoul, 2010 Brand Planning Graphic Design Interior Design Constructed

Brand Identity Design


Visual Application Design


Rendering/ Photo


Cafe Maasiil


Cafe Maasiil


Fashion Retail Orlafe Seoul, 2012 Digue Seoul, 2012 Kawaii Icheon, 2011 B with U Seoul, 2010 Cokkiri #2 Seoul, 2013 Hepburn Seoul, 2013 Zien Seoul, 2013 Camelia Seoul, 2013 T.Ryan Seoul, 2013 BOM Seoul, 2011 Cokkiri #1 Seoul, 2011


Fashion Retail

Orlafe

Seoul, 2012 Brand Planning Graphic Design Interior Design Constructed


Brand Identity/ Visual Application Design

Detail Design

Rendering


Photo


Fashion Retail

Seoul, 2012 Interior Design Constructed


Alternative

Photo


Fashion Retail

Kawaii

Icheon, 2011 Brand Planning Graphic Design Interior Design Constructed


Brand Identity/ Visual Application Design

Perspective


Photo


Kawaii


Fashion Retail

Seoul, 2010 Brand Planning Interior Design Constructed


Concept Image

Brand Identity/ Visual Application Design

Detail Design


Rendering


Photo


Fashion Retail

Seoul, 2013 Brand Planning Interior Design Constructed


Color/ Material Alternatives


Fashion Retail

Seoul, 2013 Brand Planning Interior Design Constructed


Color Variation/ Rendering


Fashion Retail

Seoul, 2013 Interior Design Planning


Alternative


Fashion Retail

Seoul, 2013 Brand Planning Interior Design


Fashion Retail

Seoul, 2013 Interior Design


Fashion Retail

Seoul, 2011 Brand Planning Interior Design Constructed


Color Variation/ Rendering


Fashion Retail

Seoul, 2011 Brand Planning Interior Design Constructed


Color/ Material Alternatives


amigong79@naver.com +82 2 333 7060

Works of Amigong Planning  

2011-2013

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