YOSAE
Creative Direction, Object Design
”요사이 (yosai)“ meaning nowadays, and ”요새 (yosae)“ meaning fortress.
Conceived as a platform where diverse creators, brands, and tastes converge, YOSAE shapes the present moment through an open community connecting fashion, culture, food, and exhibitions.
Inspired by the Agora-the central gathering place of ancient Greek communities-the space is designed as a public square with a retail core. Here, movement (Flux) and convergence (Gather) continuously unfold within an open spatial void (Void).
These three ideas-Void, Flux, and Gather-form the foundation of YOSAE‘s visual identity, allowing the brand to adapt fluidly while remaining open to diverse contexts and external elements.