This is not an apparel brand space.
It is a space where the hotel brand has been replaced with an apparel brand,
serving as a strategy to expand the hotel’s values.
It is also part of the branding initiative.
Among them were spaces that directly extended the hotel’s spatial image,
designs incorporating the company name,
and the fusion of photos taken on company trips with the category of fashion.
Our original gelato was also a first-time endeavor,
and while its effectiveness in attracting customers goes without saying,
we undertook this new challenge with the perspective that even after the limited-time shop closes,
it can continue within the hotel.
At times, brands must create real-world spaces that transcend imagination to gather precise data.
This enables faster, more agile verification of alignment or misalignment between brand and consumer,
allowing swift transition to preparations for the next phase.
