Partnering with Callison's retail design team, the Korean group ARD Holdings and the Aekyung Department Store group, Girvin was asked to create an interpretation of conceptual content for presentation to the Aekyung leadership forum in Seattle, Seoul and NYC.
The strategic interpretations lead to explorations of integration of experience design in focal points, wayfinding and differentiation, visualizations of corporate layering and positioning, for expression on floor-to-floor action for the guests of the Aekyung PyongTaek rail station and mixed use complex.
The strategic interpretation relates to the cultural studies of the Korean markets -- specifically PyongTaek milieu -- and the ARD | Aekyung corporate missions as well, not only in the early phases of the projects but also. in their evolutions. Girvin's role was in creating treatments of the overarching retail strategy, brought to new strategic filters for environments and wayfinding and then altering these filtrations for floor-to-floor experience differentiations. This includes the textual expansion of retail strategies of "Modern Energy", coupled with corporate Aekyung | AKTown renderings of value, Korean principles of independence and stability, warmth and service, and the Sun and butterfly motifs as ethnic attributes.
"Girvin developed a series of strategic interpretations and evolutions of our joint brand strategy..."
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