One of the largest Korean conglomerates contacted Seomi International’s office for inspiration and ideas for cultural marketing. Seomi’s founder PJ Park, who has a background in marketing, started to work on a proposal that would challenge the conventional approach to branding.
The client operates in the digital field where changes happen daily and where new technology becomes history faster than almost any other industry. Mr. Park wanted to do something that would have the complete opposite effect. He began thinking of other areas of society that are changing rapidly, but that in opposition to technology has an inherent value that will remain forever.
He came to the conclusion that one area of the society that has served its citizens for thousands of years, but is slowly starting to vanish is the library.
Mr. Park wanted to create a space that would stand the test of time and remain relevant for generations. He realized that the library’s size was constrained so he wanted to focus on one specific topic. The obvious choice for Mr. Park was design.
He wanted to create a space where people could relive the golden age of the library - where they could feel, touch, interact, and study some of the most profound collections of design books in Korea. In his mind there is nothing fashionable about design and furniture. Just like art, quality design will remain forever and become a piece in the continuous puzzle and evolution of the journey of design.
Looking back at the project it was deemed a success and a concept that the company has continued to develop by creating new libraries with different focuses.
The building in itself is a tremendous piece of art. In addition to the fantastic literary content, the space incorporates carefully selected design works from Korean contemporary designers as well as modern French pieces.
The concept not only helped the company to establish itself as a tastemaker for design and architecture amongst it’s outside visitors, but it also helped internally by showing employees the importance of handcraft, tradition, quality, and attention to detail. These were attributes that the company's employees began incorporating into their work.