LOOKSEEDO,
2023, Seoul
Client *
Barber Gwan Hyuck Park
Collaboration *
ZZ Architects (Space & Furniture Design)
LOOKSEEDO is a one-person barbershop located in Hapjeong-dong. The name, inspired by the phrase "LOOK / SEE / DO," embodies the motto of the passionate barber, Park Gwan-hyuk, a dedicated fan of the world-renowned fighter Jon Jones. Park adopted Jon Jones’ famous quote as the guiding principle for his newly established barbershop. I found it intriguing that a barber could see a fighter as a role model, so I asked Gwan-hyuk more about it. Jon Jones' words carry a deep meaning: they signify the complete understanding of every side, being ready for a powerful move—a blend of precision and confidence born from hard work. This idea was strikingly fitting for Gwan-hyuk as a barber, who always moves with deliberation and speaks with quiet confidence. He needed branding that could match this intensity and depth.
The first step was a bold logo inspired by the concept of a powerful punch. We designed "LOOK / SEE / DO" as if it were one word, defining it as both a new term and a brand that encapsulates Gwan-hyuk's philosophy. As a subtle twist, we flipped the "K" in "LOOK" to symbolize his keen attention to detail, reflecting his dedication to carefully examining every angle.
Though LOOKSEEDO isn’t a large space, the interior design, crafted by ZZ Architects, brings the concept to life through a black and silver color scheme and materials like black wood and metal. A striking, integrated furniture piece stands at the center, creating a bold focal point. All graphic elements in the space follow a clean yet assertive style, maintaining a strong presence throughout. One playful detail is the adjustable, side-moving elements, though we ensured most items align centrally, adhering to a cohesive brand formula.