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L’Escape opened in July 2018 to critical acclaim. From being featured in fashion publications like Vogue, Elle, and Harpers Bazaar to brand partnerships with Mott 32 and Maison M’O, L’Escape is attracting incredible buzz. Its Instagram account continues to boast impressive traffic and engagement.

In February 2020, L’Escape was awarded an iF design awards for its website design.


We started with deep research on Shinsegae Chosun’s customers, location and market, with insights from experts in the fields of fashion, luxury and hospitality design, and a comprehensive audit of boutique hotel best practices.

We co-created and defined a unique brand position and story for the hotel as a one-of-a-kind elegant destination that transports guests in modern-day South Korea to 19th-century Paris.

The name, L’Escape, and the logo which is an empty birdcage, is a hint at what to expect in the experience. Hidden details are sprinkled throughout the guest experience inviting guests to explore and be pleasantly surprised with each new discovery.

We created three F&B restaurants each with a unique story and look. From the bar, L’Amant Secret to Marque d’Amour each experience is purposefully created to instill a sense of journey and intrigue.


Josun Hotels & Resorts had ambitious plans to expand its footprint in the hotel space in Korea. Continued growth in overseas travelers as well as domestic staycationers who were seeking unique, avant-garde experiences in Seoul presented an opportunity for Shinesegae to create a new hotel brand unlike any other. 

In addition to creating their hotel portfolio strategy, they asked us to create each of the brands in their portfolio starting with the boutique hotel offering.


Brand Strategy, Visual Identity System, Brand Guidelines, CX Design

— Services

Creative Director 

Prophet 2018

— Role




Andres Nichols

Young Kim

Nuttorn Vongsurawat

Marissa Haro



Alan Casey

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