A brand animation for SMTOWN &STORE, SM Entertainment's store and experience space where K-pop becomes a place you can visit.
SMTOWN &STORE Brand Film
A brand animation for SMTOWN &STORE, SM Entertainment's store and experience space where K-pop becomes a place you can visit.
As K-pop grew into a global culture, SM Entertainment opened a new kind of destination: a store and experience space where fans can shop artist merchandise and watch K-pop concerts on screen, all in one place. Our job was to explain everything that lives inside it, in one brand animation.
The storyteller is a small drop of liquid, shaped after the rounded forms of the SM logo. It travels through a flat vector city in the brand's pastel palette, flowing from one business to the next: the screens where artists meet their fans, the store shelves lined with merchandise, the studio where content is made, and the cafe where the visit winds down. One continuous journey, connecting every side of the brand the way the logo connects its own lines.
As K-pop grew into a global culture, SM Entertainment opened a new kind of destination: a store and experience space where fans can shop artist merchandise and watch K-pop concerts on screen, all in one place. Our job was to explain everything that lives inside it, in one brand animation.
The storyteller is a small drop of liquid, shaped after the rounded forms of the SM logo. It travels through a flat vector city in the brand's pastel palette, flowing from one business to the next: the screens where artists meet their fans, the store shelves lined with merchandise, the studio where content is made, and the cafe where the visit winds down. One continuous journey, connecting every side of the brand the way the logo connects its own lines.
