The Grand InterContinental hotel in Seoul, Korea went through a property-wide renovation in year 2015, and as part of the project, a new artwork installment plan was needed to fit the new interior design and spaces.

The Grand InterContinental hotel in Seoul, Korea and InterContinental Seoul COEX hotel went through a major design change in seasonal decoration. As part of this, decorations were themed differently according to the hotels' visual identity.

The Grand InterContinental hotel in Seoul, Korea and InterContinental Seoul COEX hotel are located in a single block, and therefore they easily cannibalize each other's business.

As a solution to this problem, a visual  design differentiation was needed within the same hotel brand.

The InterContinental hotels in Seoul, Korea newly launched a guest loyalty membership program in 2013 and as part of this, I directed the new re-branding process of the brand design.