2018
Bookster is a specialized childeren’s bookstore catering to young readers aged 5 to 13. The name “Bookster” is a combination of “Book” and “Youngster” representing cool kids who appreciate and enjoy the world of books. The concept behind Bookster revolves around a fictional story where the protogonist is a giant living in the Forest of Knowledge, carrying a curious little kid on its shoulders, who explores the world through the power of books.
The client sought to create a multifunctional cultural space, moving beyond the traditional concept of a children's bookstore, where children's intellectual exploration and parents' social engagement could coexist. Our team decided to structure the space through storytelling to bring this vision to life.
Working closely with the interior and architecture teams, I developed a story-driven spatial concept centered on "Forest of Knowledge," reimagining the bookstore as a narrative environment. I designed a symbolic logo and illustrative system that visually guided the spatial journey, integrating signage, wall graphics, and wayfinding elements. A royal blue palette was applied across print, environmental graphics, and facade design to establish continuity between brand and space.
The concept evolved into a large-scale spatial branding project, influencing the interior layout, color zoning, and facade identity. The space quickly became a community cultural hub, recognized for its immersive storytelling.
While the business later struggled to sustain its operational vision, the project became a turning point in my understanding of branded environments, showing how spatial design, brand strategy, and user experience must remain aligned beyond launch.
■ Credit
- Creative Director: Jeyoun Lee
- Director: Bobae Kim
- Lead Designer: Hyuna Nam
■ To adapt the work for my portfolio, I refined certain design elements and improved the presentation format to better illustrate my creative process.