A Private Community for Shinsegae’s VVIP Clients

Shinsegae Salon is an exclusive community program for Shinsegae Department Store’s VVIP clients, offering curated lifestyle content across gastronomy, art, wellness, and culture. While the service already had a distinctive identity, inconsistencies across its mobile catalogue and a lack of depth in the overall experience limited its ability to deliver a truly elevated digital experience.

Double D redefined Shinsegae Salon’s brand identity and repositioned the service as a contemporary luxury platform. Through an immersive UX/UI system that balances usability with visual refinement, we created an experience that feels both intuitive and distinctly premium.

A Quiet Invitation into Shinsegae Salon

Rather than simply creating an interface that appears luxurious, we sought to express how VVIP clients should feel as they enter and engage with the service. For Shinsegae Salon, luxury is not defined by visual excess or an abundance of information, but by the considered way in which carefully selected content is presented.

Under the concept “A Quiet Invitation into Shinsegae Salon,” restraint and negative space became strategic design tools—conveying quiet luxury with a contemporary sensibility.

The new logo refines the visual heritage of the original identity while introducing linear elements and motion to evoke the idea of a hidden space gradually revealing itself. A vertical variation was also developed to improve clarity and versatility across mobile applications.

An Identity Defined by Restrained Color and Typography

The color system centers on muted browns and monochromatic tones, evoking the tactile depth and enduring quality of printed magazines and newspapers. Red is used sparingly as an accent, subtly connecting the experience to Shinsegae’s master brand.

For typography, we selected Cetra No.1, a contemporary sans serif that combines a Gill Sans–inspired structure with a refined decorative character. Its visual affinity with the Shinsegae logo creates continuity while bringing a sense of distinction and modernity to the service.

An Interface Shaped by Spaces That Open and Close

The visual motif draws on the spatial tension of separated planes found in the work of Russian Constructivist artist El Lissitzky. Reinterpreted through the ideas of a quiet invitation and a hidden space, geometric forms open and close to suggest the experience of entering the Salon.

The motif extends beyond the landing page key visual into the layout system, micro-interactions, and video content, creating a flexible and consistent visual asset across the platform.

The UI and interaction design translate the editorial sensibility of a printed magazine into a mobile environment. Rather than maximizing visual stimulation, the interface encourages users to browse slowly and engage with each story at their own pace. Carefully calibrated rhythm and negative space carry the atmosphere and attitude of Shinsegae Salon seamlessly into the digital experience.

A Refined Content Structure Guided by Discovery and Tone of Voice

The content architecture was reorganized around a clearer and more intuitive discovery experience. The journey from the landing page to the home screen, featured stories, categories, and detail pages was designed as a continuous flow, allowing clients to move naturally through the content.

Enhanced discovery features give users greater agency in finding and selecting content, while a clearly defined menu hierarchy enables faster, more intuitive navigation.

The written language was also treated as an integral part of the UX—not simply as a means of delivering information, but as a way of expressing the Salon’s character and attitude. Reflecting the exclusivity of a VVIP platform, the tone avoids excessive familiarity while remaining clear and effortless to understand.

By aligning structure, language, and visual expression, Shinsegae Salon becomes a cohesive digital experience—one that carries the distinct identity of the Salon far beyond the screen.