Saerodowon Pop-up & Dining

Brand campaign : Pop-up store

Saerodowon is an immersive brand experience space created for Saero, Korea’s leading zero-sugar soju. Inspired by poongryu — the refined Korean spirit of enjoying life with nature, art, and a quiet drink — the concept encourages people today to turn their worries to zero, just as they turn sugar to zero with Saero. By reimagining Mureungdowon, the legendary paradise where Koreans once embraced poongryu, Saerodowon brings this timeless spirit back to life in the heart of Seoul — transforming a modern city into a space of harmony, leisure, and refined drinking culture. (*Mureungdowon symbolizes a peaceful paradise in harmony with nature)

Client / Manufacturer

Lotte Chilsung Beverage Co.

Seoul, KR

Design

OOB Company

Seoul, KRHoyoung Shin, Daeeun Kwon, Sunyoung Lee, Chankyu Choi, Yeseo Jung, Junhang Jo, Jiwon Choi, Joungki Cha