Lotte Duty Free Star Avenue Brand Identity
An Immersive Space to Experience K-Culture, Star Avenue
This is a BI renewal project for Star Avenue, a premier K-culture experiential space located at Lotte Duty Free in Myeongdong. As a representative cultural landmark in Seoul, Star Avenue allows visitors to engage with diverse digital content, including K-star handprints, large-scale media walls, and high-five zones. Through a recent full renovation, the space has further elevated its immersive, experience-based content.
Visual Concept
The symbol mark, inspired by a shining star, carries a symbolic meaning that connects stars, fandom, and the physical space as one. The radiating light structure expanding from the center visualizes the powerful influence and energy created by K-stars. Furthermore, the symbol mark is systematically developed to adapt flexibly across digital interfaces and spatial environments. It ensures a cohesive brand experience across various touchpoints, including media walls, interactive content, and signage.
