This project represents a landmark business innovation in Korea’s luxury hotel industry. Breaking away from the traditional venue-rental model, it introduced the country’s first directly operated, wedding-specialized business system, transforming an underperforming convention facility into a high–value revenue asset. By integrating spatial renewal with service design, the project demonstrated how design-led strategy can directly improve hotel profitability and operational performance, establishing a new paradigm for hotel wedding businesses.

Naming & Concept

The core concept, “Modern Classic,” reinterprets the Chosun Hotel’s century-long heritage through a contemporary lens. Moving beyond a simple ceremonial venue, the project delivered a fully integrated brand experience—from spatial styling and floral design to dining—where timeless elegance and modern sophistication coexist, defining a new standard for high-end wedding culture.

Launching & Promotion Strategy

Departing from supplier-driven space rental, the project pioneered a structured wedding package program designed around customer needs, securing early market leadership. This premium wedding offering generated a powerful trickle-down effect, revitalizing the hotel’s overall brand image while strengthening its VIP customer base. The result was a highly successful new business model that increased both brand loyalty and revenue.

BRAND & IDENTITY CREDITS

Client / THE WESTIN CHOSUN Hotel

Brand Strategy & Concept / DESIGN NETWORK

Seoul City Logo Design / DESIGN NETWORK

BI & Application Design System / DESIGN NETWORK

Brand Launch Campaign / DESIGN NETWORK

Sales Promotion / DESIGN NETWORK