GS Retail
The Challenge
Creating Connection
The Koo family and Jo Hur Seung’s leadership needed a brand strategy for a Seoul-based retail grouping of stores as familial assets from GS Holdings Corp. In support of this vision, GIRVIN acted as design consultants to Callison Architecture and the LG & GS I Retail team.
The Solution
The Seoul of the Brand
Working with brand managers and retail leaders, we developed a brand strategy and acted as designers, signage consultants, and interior design strategy for the store concept. Through our BrandQuest® workshop, we reached an aligned vision—the outcome of which led to a script-based identity language that would be applied throughout numerous properties, particularly in the convenience store concept GS | 25. The proposition paid off in award-winning acknowledgements in the market. The GS | 25 convenience store concept has been defined by Korean analysts as ranked first place in KCSI (the Korean Customer Satisfaction Index). GS | 25 won the first Best Franchise Brand Award and the Brand Power Award three years in a row. For Korean retail, it was named a Super Brand in the convenience store category in 2008. GS | 25 won the Distribution Award by Minister soon after, and the 5000th GS | 25 store opened in 2010.
Strategy
Identity
Environmental
“
The goal was to align brand image and store experience. Tim led brand charrettes at the GS office in Seoul, working in English and Korean, and repositioned the brand to a newer energetic look which complemented our store design. We deployed the new branding on our architectural work across the city in 100’s of locations.
Tim Girvin and his team got to the heart of the GS mission. Their work on the GS | 25 convenience stores can be seen on thousands of stores across Korea, along with his designs for the brand identity of the GS buildings in Seoul.”
Dawn clark | aai leed ap, principal in charge | cAllison architecture
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