Hotel Koreana is a hotel established in 1972 in the heart of Seoul. With no consistent brand identity in place, the client approached us to redefine their visual presence — without a full renovation of the physical space. As a hotel with over 50 years of history in the same location, the new identity needed to honour that heritage while feeling relevant today. The design direction leaned into a vintage yet refined aesthetic, communicating the quiet dignity of a long-standing institution.