Museum Identity
Busan MoCA

Exhibition identity proposal for Busan Museum of Contemporary Art, developed with Chiho Rang Factory as one of four competing teams. The system starts from Eulsukdo, where the paths of people and migratory birds cross without colliding, and carries “the coexistence of two paths” into typography, wall graphics, signage, and display structures.

A web-based virtual exhibition extends the identity online: in place of real merchandise, a browser store presents 3D virtual goods tagged with environmental-impact data, questioning the museum’s role as a channel of consumption.