A new kind of Starfield, for where people actually live

The work began with brand architecture before it became brand building. By sharpening the positioning of each brand in the Starfield portfolio — flagship, urban, and village — the three formats were given distinct identities that could complement rather than cannibalise one another. Starfield Village was defined around the concept of "better everyday habits": a compact, walkable neighbourhood destination where Shinsegae's lifestyle sensibility could be experienced close to home. Where Starfield was built around the weekend, Village was designed around the walk — local pedestrian traffic, daily convenience, and community exchange, with tenant programming calibrated accordingly. From the brand platform, a set of Experience Principles was developed and used to guide customer experience design across the portfolio, creating a coherent through-line whilst preserving each brand's distinct character.