29CM × POV “Inventario” Fair

Project Context

To establish leadership in the lifestyle category, 29CM co-organized Inventario, Korea’s first stationery fair, in partnership with Point of View (POV). The event was held at COEX Seoul (Apr 2–6, 2025), designed to position 29CM as a trend-leading lifestyle commerce platform by connecting offline brand experience with online content distribution.

Strategy & Direction

The goal was to expand beyond commerce into cultural events that strengthen brand affinity. The strategy focused on creating synergy between offline experiential branding and online storytelling, ensuring that 29CM could both inspire audiences and convert cultural momentum into brand equity.

Planning Intent & Execution

Developed the overall naming, brand identity, and creative concept of Inventario in collaboration with POV.

Designed and directed the offline visitor experience, integrating exhibition layout, signage, and brand activations.

Created online content to amplify the offline fair, maximizing reach and engagement.

Coordinated across POV, external partners, and 29CM’s internal creative teams to ensure seamless execution.

Role

As Creative Director, I led concept development, naming, branding, and oversaw both offline and online creative execution. I facilitated collaboration with POV and directed cross-functional alignment to deliver a cohesive experience.

Results

Tickets sold out immediately upon launch, demonstrating strong consumer demand.

Attracted 25,000 visitors over the 5-day fair, exceeding expectations for a first-time event.

Successfully positioned 29CM as a cultural innovator in lifestyle commerce, strengthening the brand’s leadership in the Life category.