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Located in the same Gangnam business district in Seoul, the Grand InterContinental Seoul Parnas, and InterContinental Seoul COEX hotels faced business cannibalization.
As a solution to this problem, a differentiated hotel experience was designed for individual properties.
User research and strategic planning.
I was responsible for identifying problems, conducting relevant research, and creating different customer experience for the two hotels. As a result, I project managed the creation of the visual design guideline for both hotels.
Design Concept Comparison
Design Positioning Map
Design Guideline Examples
Design Execution Examples
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