Four Seasons Hotel Seoul

Four Seasons Hotels & Resorts is synonymous with luxury of another level. Extraordinary experiences created the world over have seen guests travel specifically to stay at its hotels. So when the brand opened its doors in Seoul in October 2015, local and international interest has been more than stirred.

Project Brief

Although the Four Seasons brand is established, and the reassurance of seamless service and standards of quality is ever present, each property has its own sense of place. Located in the beating heart of the city, it was important to deliver a hotel graphic concept that was a modern reflection of Korean tradition.


Targeted at the socialites, the international elite and fashionistas, the positioning and brand experience across the whole experience needed to speak different languages. With a statue of the man who created the Korean language on its doorstep, we developed a syntax in the form of a graphic language of building blocks across the hotel’s communications. Individual names, identities, menus and packaging for all 8 restaurants and bars designed to become destinations in their own rights. Form and function combine to deliver modernised Korean motifs, contemporary and forward thinking but respectful to its heritage. In addition, a sub-brand was created specifically for the Four Seasons Seoul Club, an exclusive members club for relaxation and rejuvenation primarily for locals but also international high flyers. Since opening, the hotel has received acclaimed reviews. Occupancy is high and more importantly, Four Seasons Seoul offers is the local community an international place to see and be seen.



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