Case Studygenerative aibrandingretail design
Dany Vo Integrates AI Into Shinsegae Campaign
8.1
Dany Vo designed Spring Playlist, a seasonal retail campaign for Shinsegae Department Store implemented across 13 South Korean locations. The project used AI-assisted image generation during early visualization to iterate compositions and motifs rapidly, enabling scalable asset adaptation across exterior, digital, and in-store applications, and the campaign earned Platinum at the London Design Awards.
Key Points
- 1Uses AI-assisted image generation in early visualization to explore compositions, floral motifs, and atmospheric qualities
- 2Achieves cohesive visual identity across 13 locations via soft palettes, S-check pattern, and sequential 'playlist' concept
- 3Enables rapid iteration and scalable asset adaptation, reducing early 3D rendering reliance for design teams
Scoring Rationale
Strong real-world generative-AI application and award recognition, but limited to a single commercial campaign and design domain.
Sources
Public references used for this report.
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