New Waves in Seoul Exhibition design

"New Waves in Seoul" was a landmark cultural exhibition hosted at the Asian Art Museum in San Francisco, co-organized by the Stanford Center for Innovation and Design Research (SCIDR). The event celebrated Hallyu (the Korean Wave), showcasing a dynamic curation of Korean cosmetics, music, culinary arts, and contemporary culture. I was commissioned to lead the comprehensive exhibition design, managing the entire project lifecycle from conceptual visual identity to final print production and on-site installation. To visually articulate the concept of the "Korean Wave," I anchored the main poster design with fluid, wavy display typography, paired strategically with a highly legible sans-serif body font. I layered a sparkling water-ripple texture over the text and specified a high-gloss paper stock for the final output, creating a striking, tactile illusion of ocean waves reflecting sunlight. The exhibition featured interactive pop-ups and booths from prominent Korean brands such as Inertia, Plant, Iconique, and Ownist. To optimize the visitor experience, I designed a comprehensive exhibition pamphlet that intuitively guided attendees through the brand stories and booth locations. Furthermore, I developed a specialized menu flyer for the catering partner, Govan, clearly illustrating the unique flavor profiles and characteristics of the curated Korean dishes. For the digital promotional campaign, I sought to generate immediate visual interest. I utilized generative AI to create surreal, eye-catching imagery that paid homage to the Seoul skyline, featuring stylized, wavy architectural roofs. I then applied a rigorous grid system to elegantly structure the exhibition details over these dynamic visuals. Ultimately, this cohesive design strategy successfully bridged the physical and digital experiences, effectively engaging attendees and elevating the overall exhibition.