In 2025, Jordan Brand presented SVRN with the opportunity to honor its South Korean roots as one of the limited partners releasing the Air Jordan 3 'Seoul.' The challenge was to honor South Korean culture in a way authentic to SVRN, a Korean-owned business, while bringing that culture to the United States.

The foundation of the story was simple, but finding a groundbreaking way to tell it required real work. Ultimately, the decision was to take a literal approach: recreate the physical and digital landscape of South Korea for a one-night event called 'Tongno.'

Translating to "passageway," Tongno built a bridge between Chicago and South Korea at a filming studio on Chicago's west side. The event space featured a large-scale rendering of the Korean flag, its trigrams repurposed as corridors that guided visitors through the country's landmarks while generating UGC along the way.

The event was tied together by a live display of those same South Korean landmarks, layered with footage of daily interactions and activities to form a digital passageway into the country. Working alongside Jordan Brand's marketing team, I preserved the brand's longstanding typography and logomarks while adapting them to fit the event's design language. The final production struck a loud yet calming balance between the commercial language of Jordan, the brutalist cyberpunk world of SVRN, and the nature-infused spirit of South Korea.