AI-driven floral graphics visualize seasonal retail campaign for south korean department store

Dany Vo’s AI-Supported Design for Seasonal Retail Environment

Spring Playlist is a seasonal retail campaign designed by Dany Vo (Dang Vo) for Shinsegae Department Store, implemented across 13 locations throughout South Korea. The project introduces a visual and spatial system that interprets spring through rhythm, sequence, and gradual transition, drawing conceptual inspiration from music and seasonal change.

The campaign establishes a cohesive identity through the use of soft color palettes, floral graphics, and Shinsegae’s S-check pattern. These elements are applied consistently across exterior facades, interior installations, digital screens, and printed materials, allowing the campaign to operate as a continuous visual experience from the urban context into the retail interior. The ‘playlist’ concept frames the spatial progression as a sequence rather than a single moment, reinforcing continuity across scales and formats.

Artificial intelligence was incorporated into the design workflow primarily during the early visualization and concept development stages. AI-assisted image generation was used to explore compositional variations, floral motifs, and atmospheric qualities before advancing to final production methods. This approach supported rapid iteration and reduced reliance on conventional 3D rendering during the initial phases, allowing design decisions to be refined more efficiently. AI functioned as a supplementary tool, supporting creative exploration while design judgment and manual refinement guided the final outputs.

exterior Shinsegae department store | all images courtesy of Dany Vo

Dany Vo digitally constructs department store’s visual identity

The campaign was developed for a wide range of applications, including outdoor advertising, online media, public digital displays, in-store installations, and physical cut-out elements. The design system was structured to adapt across these formats while maintaining visual consistency across all 13 department store locations. AI-supported workflows contributed to this scalability by enabling efficient adjustment of assets for different spatial and media requirements without compromising the overall identity.

Designer Dany Vo’s approach reflects experience across branding, packaging, illustration, animation, and art direction. His professional background includes roles at Design Army and Hatch Design, and he currently works at FutureBrand, contributing to large-scale branding systems and international campaigns. This multidisciplinary experience informed the integration of concept, technology, and execution throughout the Spring Playlist project.

The campaign received Platinum recognition at the London Design Awards, acknowledging both its visual coherence and its application of emerging technology within a commercial design context. As a seasonal retail initiative, Spring Playlist demonstrates how AI-assisted processes can support efficiency and adaptability while maintaining clarity in concept and execution across complex, multi-site environments.

exterior Shinsegae department store

exterior

entrance

entrance

interior

interior

interior

interior

subway entrance

pop-up live concert event

Dany Vo is a multidisciplinary designer across illustration, fine art, motion, and branding

project info:

name: Shinsegae – Spring Playlist Campaign

designer: Dany Vo | @dany_vo_

location: Seoul, South Korea

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: christina vergopoulou | designboom