All New Champions City, Giving Gwangju its first real destination

The brand was rooted in what was already there. Imdong had once been a willow forest, and the textile factory that followed had shaped the lives of generations of workers through Korea's industrialisation. Rather than erasing that history or treating it as a burden, the brand found its identity in reinterpreting it — the colonial and industrial past not preserved as wound, but retranslated as the founding character of something new. From that grounding, a brand platform defined the district's ambition: not merely a place to live, but a destination capable of drawing the region into a new chapter. City naming and a naming system for sub-districts and precincts were developed alongside a full design identity, applications, and installation design — physical landmark pieces that give the district a symbolic presence in the urban landscape.