Disney x Soohyang at Seoul Design Fair

Client: Disney, Soohyang Year: 2021 Design: Product & Spatial Design

Disney x Soohyang Booth Design at Seoul Living Design Fair 2021

As a product designer at Soohyang, I led a collaboration project with Disney, overseeing product design, spatial design, and VMD for the 2021 Seoul Design Living Fair. I ensured the booth authentically reflected the brand's identity through in-depth research, attracting 180,000 visitors and achieving exceptional success.

This experiential space was designed to naturally attract visitors, encourage photo-taking, and promote the Soohyang x Disney collection. A pink telephone booth reminiscent of a city street serves as a playful photo spot, drawing attention and encouraging brand interaction. Nearby, a window-style product display showcases the full collection, evoking the feeling of a boutique storefront. Additionally, a flower shop-inspired corner with a mirror invites mirror selfies, blending fragrance, aesthetics, and branding into a cohesive and shareable experience.