Shinsegae is Korea's oldest department store, and the world's largest. Pentagram developed an identity for their Duty Free department that was elevated from the normal perception of the category.
Brand guidelines were created for the in-house design team to carry-through the principles set in place by Pentagram.
A primary component of the identity was deconstructing the flower symbol and using the petals in a repetitive pattern.
For the 'Korean Goods' section of the store, a unique pattern was requested for wrapping paper, boxes, and other in-store materials.
Geometry from the four triads of the South Korean flag were deconstructed and repurposed to create the pattern.