It is expresses the tone and manner of the space in a consistent manner that elevate the efficiency of the brand's communication. It portrays the signage, wall graphic, and pictograms from the wainscoting motif that represents a nostalgic and classic space. Wainscoting is a frame which symbolizes the brand as the platform that brings enjoyable experiences. In addition, the motif is a modern reinterpretation that enables design to be flexible and be applied to various applications.

Studio Tangible is a branding agency based in Seoul that collaborates with international clients to deliver innovative design solutions. The studio offers a comprehensive range of services, including developing brand concepts, designing brand identities, packaging, visual identity systems, naming, and spatial design. Studio Tangible focus on producing creative outcomes that differentiate in the market. The agency avoids sticking to a single style and strives to produce design solutions that are beyond just trendy. Studio Tangible consider the needs of users and design from their perspective while also seeking to embody design philosophy and create context in their work.

Founded in 1999, Lotte Cinema is an entertainment company under Lotte that is currently the leader in the multiplex field. It holds over 110 movie theaters and 800 theatres in Korea. It is a globally renowned company that operates more than 40 movie theatres not only in Korea but also in Asian countries including China and Vietnam. Lotte Cinema World Tower is one of the representative movie theatres that was listed in the Guinness Book of World Records in 2014 for its world’s largest screen. Aside from its size, it is establishing its recognition with its innovative facilities, convenient and unique services and its diverse cultural contents.