The Lab is a newly-built designer residence, event/studio space, and boutique cafe. It is located in a quiet corner just off of Gangnam's most popular restaurant street. There are 8 units for rent, an event space for various occasions and a newly-opened cafe.

The architecture of this building is something that I wanted to acknowledge in the design approach. The building shows a clean, minimalistic exterior while the inside is decked with newly-renovated rooms boasting modern appliances, decor and furniture. CLEAN and MINIMAL are the aesthetic descriptors, but WARM, FRIENDLY and INCLUSIVE also play a big role in the vibe of this gem. 

The Lab works on 3 facets:

- Accommodations / residence (AirBnB + Booking.com)

- Event space / studio
- Boutique cafe (Third Wave Coffee spot / Aeropress coffee)

The objective was to design a clean, relevant, and dynamic logo mark that would unify the 3 facets of The Lab. Since there are three streams within this entity, I designed the mark to be versatile and open. The geometric shapes and elements allow the logo to lock up in various ways, while maintaining the brand language. Squares and rectangles are prominent within the visual language, and salute the beautiful architecture of the building. The triangular shape that is also the sub-mark indicates an Erlenmeyer flask (coffee chemistry) and also the shape of a minimal house or home (space and accomodation). This cohesive concept was established early in the process. 

The visual branding for this is still in early stages, but I'm proud to share this project as it is off to a great start. If you are ever in Seoul, South Korea be sure to keep The Lab in mind. 

Thanks for viewing.

Credits to: Chin Hyosook (진효숙) - Architectural Photographer