The First Penguin

是一家非常谦逊、低调的创意型设计事务所，由

Jaeyoung Choi

创建。与一般的工作方法不同，他们擅长从品牌的角度切入，进而提供合理的方案建议，这种设计策略突破了常规意义上关于项目思考和固有风格流派所存在的局限性。

The First Penguin is a very humble, understated creative design firm founded by Jaeyoung Choi. Instead of working in the usual way, they are good at offering sound solutions from a brand perspective, a design strategy that breaks through the conventional limitations of project thinking and inherent styles.

Wynyard Namyangju

色调的对比

Wynyard Namyangju

是一家位于韩国的餐厅，为了凸显

Wynyard

的品牌诉求——“打造令人印象深刻的美食”，

The First Penguin

构建了这处形体独特的空间。餐厅主要采用了较为传统的砖块色调，并以黑色和深蓝色调对空间进行区分，天然材料的纹理不仅丰富了空间细节，也增添了视觉层次。

Wynyard Namyangju is a restaurant located in South Korea, in order to highlight The Wynyard brand appeal - create impressive food, The First Penguin built this unique space. The restaurant mainly uses a more traditional brick tone, and the space is distinguished by black and dark blue tones, the texture of natural materials not only enriches the spatial details, but also adds visual layers.

Aeum

甜点展厅

Aeum

The First Penguin

以“蒸气”为主题，对品牌和空间进行了融合，打造一个既延续传统，又能够完美呈品牌给人以沉稳、朴实、多样和现代的形象。“

Aeum

”的意思是“绕道而行”，而“蒸汽”则描绘的是一幅“慢风景”，二者似乎存在着语意上的关联，并通过“

Aeum

”呈现出宁静的氛围。

Aeum is a dessert showroom based on traditional refreshments in Seoul, South Korea. With The theme of Steam, The First Penguin integrates the brand and the space to create a tradition, but also can perfectly present the brand to give people a calm, simple, diverse and modern image. Aeum means detour, while steam describes a slow landscape, the two seem to have a semantic connection, and through Aeum presents a peaceful atmosphere.

Document Flagship Store

服装旗舰店

Document Flagship Store

是一家位于首尔的服装旗舰店，设计师通过对品牌文化的深入分析和了解，塑造了这个有着多层次体验的空间。品牌以“微小但持续的变化”为理念，所出品的每一个系列都有着不同的意义，例如“

my document

”系列，是以“个人档案”为基础，不受任何标准或风格限制；“

documentation

”则指通过艺术品、书籍、建筑和图片等来表达其追求的本意，展现设计的原创意识。

Document Flagship Store is a clothing flagship store located in Seoul. Through in-depth analysis and understanding of the brands culture, the designer has shaped this space with multi-level experiences. Based on the concept of small but continuous changes, each series produced by the brand has a different meaning. For example, my document series is based on personal archives and is not limited by any standards or styles. documentation refers to the expression of the intention of the pursuit through art, books, architecture and pictures, showing the original sense of design.

图片版权 Copyright ：The First Penguin