Award winning design firm GENSLER asked KLINGMANN Architects & Brand Consultants to devise a brand strategy that would transform four million square feet of retail development into a global address.The brand identity of the 24/24-lifestyle destination is based on the Korean conception of the 24 seasons, in which each of the main four seasons is divided into six additional seasons. Accordingly, the 24 seasons theme permeates the entire retail complex as a series of 24 lifestyle segments that guarantee a 24 hour use. In order to differentiate this development in increasingly competitive market, a unique brand is created that is based on seasonal change and constant innovation. The concept of the 24 seasons organizes the retail program in a way that reflects changing consumer trends throughout the year. Each season relates to a particular set of shopping activities that are combined with a unique set of services, digitally programmed spaces, displays and presentations.
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