Korean fashion company Hanssem has opened Time Seoul, the first flagship store of its brand, in Cheongdam-dong. Hanssem, responsible for brand strategy planning, and design studio CFC jointly developed a new brand identity design and store visual system for this opening. Through this project, Time reinterpreted its brand identity in a more contemporary way and enhanced the overall spatial experience.
The newly unveiled brand identity is based on the spatial design concept "Timeless Nature" and the slogan "Poetic Synth." CFC graphically organized the structure of overlapping light and frames into a visual language, applying it to the store facade and interior signage. This visual system, adapted to the character of the space, serves as a key element in defining the flagship store's ambiance. Beyond a simple retail space, Time Seoul was conceived as an experimental stage that sensually conveys the brand's worldview.
This project expanded to include the Time Paris Global Collection and Café Time. CFC collaborated on the development of tableware graphics and brand elements for Café Time. Despite the challenge, the process of visually realizing the initial T within the limited formative language of circles and cylinders resulted in a striking result. This design approach contributed to sharpening the overall identity of the café space.
