Shinsegae Namsan: Design Store
Designing the product line for Shinsegae Namsan, translating Shinsegae’s brand identity and core values into elegant fabric accessories and retail goods.
- Duration
- Jul – Oct, 2025
- Tools
- Adobe Illustrator
- Participants / Role
- Designer (Professional Work)
Project Overview
Brand identity
Located in the center of Seoul and at the base of Namsan mountain, Shinsegae Namsan is a building featuring grand and decorative architectural structures of limestone, marble and brickwork. Serving both as a corporate training center and an open venue for the public, it embodies the corporation Shinsegae’s key value – the pursuit of true beauty – throughout the interior and facade, as well as in each item sold at the gift shop located on the first floor.
Architecture motif
Throughout the walls and staircases, doorways, and pillars lie traditional elements of refined interior design, where elegant, geometric patterns can be found. We examined and replicated each interlaced shape and form to create our own interpretation of various pattern designs that were later used in most of our gift shop items.
Image courtesy of @SHINSEGAENAMSAN. Used for portfolio context only.
Pattern design
Design Process : Prototyping
Initial designs
In the earlier stages, I focused on utilizing both the Namsan pattern provided by 2X4 and the geometric patterns developed within the design team, translating them into printed shapes upon fabric, with the shades from the color palette serving as added accentuations.
Combining the graceful curves and bold silhouette of the patterns with saturated tones, I experimented with different approaches to various styles of bags. I also used a number of textiles – from polyester to nylon and silk – as well as different weaves and fibers, eventually settling on 100 % cotton, which felt suitable considering the brand’s correlation with nature.
Pouches
Gusseted pouchTrapezoidal pouchPillow pouchFinal Design
Namsan tote bag
- Fabric type
- Cotton 100 % (P/W), Ebony Black
- Dimensions (W/H/D)
- 470 × 320 × 100 mm
- Handle
- Width 25 mm, drop length 320 mm
- Printed pattern
- Silk screen printing on both sides, Pure White
- Details
- Inner pocket, fabric loop tab on upper rim
320470320(mm)Design Store tote bag
- Fabric type
- Cotton 100 %, Mulberry Red, Ashwood Brown, Cornflower Blue
- Dimensions (W/H)
- 380 × 410 mm
- Handle
- Width 25 mm, drop length 300 mm
- Printed pattern
- Silk screen printing on one side, Sky Blue, Leaf Green, Royal Pink
- Details
- Inner pocket, fabric loop tab on upper rim
300380410(mm)Concept sketch
Product Posters
Tote bags
Pouches
