Multiplex Exhibitor & Entertainment Branding

Conducted a project to develop a new visual identity to create synergy, in harmony with
the existing interior decoration of Lotte Cinema.
Lotte cinema is a brand that seeks to become more than just a cinema, but a cultural platform.
The objective was to use symbolic visual elements such as visual graphics, signage, typography
and pictograms to consistently portray the values of the brand.
We developed the design concept named “Dual Focus” by visually re-interpreting Wainscoting,
a key spatial element.​​​​​​​

The Wainscoting line with its classical image stands for cultural experience and values that
stand the test of time. With the double-layered graphic motif of Wainscoting, the brand values of
Lotte Cinema that focuses on the cultural life of its customers are shown.

The frame format of the Visual Identity reminiscent of screenshots or photos shows that Lotte
Cinema is a place where memorable moments are experienced.​​​​​​​

The frame format that is developed further in various ways deliver the message of Lotte Cinema
as an ultimate cultural platform that increases the depth and width of cultural life.

In terms of function, classical colors and highly visible vintage colors were used together to add
liveliness while drawing in the gaze of the viewers, and guide the customers in an effective way.

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