Brand Strategy

Brand Strategy

Naming

Naming

Exprience

Exprience

Space

Space

Where Shinhan went offscript

Year

2022

Client

Shinhan Financial Group

Timeframe

2 years

As

Lippincott collaborated with Studio In Loco & D Plan

BRIEF

Shinhan Bank set out to build something that had never existed in Korean banking — a space in the heart of Seoul's most symbolic commercial district that belonged to the bank but felt nothing like one. Myeongdong was not simply a location. Connecting City Hall, Cheonggyecheon, Myeongdong Cathedral, and Namsan, it was a place where the full breadth of Korean society passed through daily — from millennials to international visitors — making it the most visible stage the bank could have chosen. The ambition was a co-creation hub where Shinhan's digital and ICT teams, fintech companies, and startups could build the future of finance together: a space that demonstrated where the bank was headed not by staging it, but by actually doing it.

Shinhan Bank set out to build something that had never existed in Korean banking — a space in the heart of Seoul's most symbolic commercial district that belonged to the bank but felt nothing like one. Myeongdong was not simply a location. Connecting City Hall, Cheonggyecheon, Myeongdong Cathedral, and Namsan, it was a place where the full breadth of Korean society passed through daily — from millennials to international visitors — making it the most visible stage the bank could have chosen. The ambition was a co-creation hub where Shinhan's digital and ICT teams, fintech companies, and startups could build the future of finance together: a space that demonstrated where the bank was headed not by staging it, but by actually doing it.

SOLUTION

The building's facade set the tone before anyone stepped inside. Wrapped in a rippling curtain of curved glass — 320 custom modules across 14 types, the first application of its kind in Korea — the exterior gave the structure an object-like presence amidst Myeongdong's visual density, signalling from the pavement that this was not a branch. Inside, the building was reimagined as a three-floor co-creation ecosystem. The fourth floor became Shinhan's Digital R&D Hub — a forward operating base for the bank's digital and ICT teams, with reception, collaborative lounge, conference rooms, and breakout spaces designed in the language of a technology company rather than a financial institution. The fifth floor became an innovation testbed: a flexible, multi-purpose space for hackathons, seminars, partner workshops, and prototype reviews, anchored by a configurable auditorium surrounded by project rooms of varying scale. The sixth floor opened outward — a co-working space where fintech startups and external partners could embed themselves directly alongside Shinhan's own teams, complete with free workspace, enclosed offices, a library, and social lounge.

The space was named Expace — a compression of Experience and Space — to mark a genuinely new spatial category in Korean banking. The interior language across all three floors drew from a shared material palette of terrazzo, clear glass, reeded panels, and acoustic fabric, with floor-specific shifts in colour temperature and spatial atmosphere calibrated to the distinct working mode of each level. A bank that chose to build its future not by demonstrating innovation, but by practising it.

MY ROLE

Completed as Brand Strategist/Designer at Lippincott Seoul.


  • Brand strategy and naming: developed the Expace name and spatial brand concept

  • Customer experience design and floor plan development

  • Interior design direction: material palette, spatial zoning, lighting design, and furniture specification

  • Bridging strategic intent and spatial execution throughout between Lippincott, client team, architecture and interior design firm

  • On-site construction supervision

Discover other projects

Dive into our diverse collection of innovative projects, where creativity meets cutting-edge technology to solve real-world challenges

The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

The right answer begins with a better question

Whether it's a brand, a system, or something harder to name

hojo

Brand strategist and designer working at the intersection of systems thinking, identity, and experience

You can also email me at:

Menu

Menu

Menu