Spotify house seoul
Creative Direction
Branding and Strategy
Graphic Design
Experiential Design
Spotify House Seoul was designed as a three-day living mixtape, where Korean culture met the future of music streaming. Each room, styled after true Korean residential spaces, reflected part of the Spotify experience: the Garage connected fans to their tastes on-the-go, the Kitchen invited in-app exploration, the Living Room hummed with HiFi sound clarity, the Closet was stocked with Korean streetwear from BAPE®, and the Bedroom celebrated fandom in all forms with zines, music diaries, and easter eggs. Outside, the Audiophile Alley came alive with street food, pop-up jams, and neon-lit tents. Each layer of the space was made to be tactile, sensory, and a home for true fans.
THE Cafe
The Daylist Cafe opened its doors two days before the main House opening, serving as a pre-event teaser and intro to the experience. It featured limited‑edition drinks and treats from Coffee and Cigarettes, merch, and surprise ticket drops. The menu, lighting, and DJ sets changed throughout the day to echo the functionality of the Spotify Daylist feature, and guests were able to scan Spotify codes on the F&B packaging to preview event playlists in-app.
THE garage
Guests entered and checked-in to Spotify House Seoul through The Connect Garage. After receiving their wristbands and maps, guests used a custom dashboard featuring Spotify Connect to play their favorite tracks via Carplay and Bluetooth, while promos for Spotify’s new Music Video feature looped on a TV nearby. Finally a green-lit Mercedes by lifestyle car culture brand Peǎches offered a photo-op on the way into Audiophile Alley.
THE Alley
Alive with sound and spectacle, Audiophile Alley was where the full scale of the experience unfolded. Sound Bites Bars served bites to match playlists–K-Pop ON!, KrOWN, and Indie Korea–and the Jam Session Bar let guests contribute to a Collaborative Playlist while sipping drinks. Dessert Carts offered sweet treats, DJs spun live on a satellite stage, photo booths invited guests to pose in a branded space, vending machines allowed guests to snack like their favorite artists, and window takeover scenes depicted how Spotify integrates into everyday life. At the end of each night, the doors to the second building would open, revealing a hidden venue where artists like Central Cee, The Kid Laroi, and Jay Park performed for the crowd gathered in the Alley.
THE KITCHEN
In the Spotify Create Kitchen, guests cooked up their own musical vibes and discovered hidden treats. Scannable Jam Jars lined the shelves, prompting guests to join Spotify Jam Sessions and check out new artists in the app. Other branded snack items featured highlighted data from popular Korean Spotify Playlists with codes to access. Saving three playlists granted guests access to a free piece of merch inside the Closet. Guests could also pick one artist-selected drink from the Fresh Finds Fridge which featured a code leading to the artist’s Spotify page.
Finally, the Spotify Blend Stove allowed guests to create a custom playlist from their friends’ combined tastes. The imbedded screen featured a demo and scannable QR code to take guests to their Made For You page on the app where they could then blend with their friends.
THE Bedroom
Filled with zines, artist merch, and posters, the Release Radar Bedroom channeled pure fan energy. Guests could scan a QR code to add to the Fan Diaries, sharing the tracks and artists that shaped their year; they could curl up in the den to check out new artist music videos and skim a zine; or they could check out Spotify Editors’ top picks at the desk.
THE closet
Attached to the Bedroom, the Spotify Closet was a high-end, Seoul-inspired concept store where fans could shop around and claim their merch. The Closet featured a limited drop of custom merch specifically made for Spotify House Seoul as well as curated streetwear pieces from BAPE®.
THE living room
The Lossless Living Room gave guests a sneak peek inside a Spotify Editor’s private listening lounge. The widescreen TV looped music videos for guests to jam out to while picking up the green Spotify phones to listen to messages from their favorite artists. On the opposite side of the room, listening nooks in the record shelves housed demos for Lossless, Spotify’s new HiFi streaming offering, prior to its release on Spotify Premium. Guests could then take a seat at the desk to experiment with the new Mixing Tools feature on the app and sip a Won Soju cocktail from the pop-up bar, before slipping through the hidden door in the record shelves leading to the Sticker Bomb Studio.
STICKER BOMB STUDIO
Through a hidden entrance inside the living room record shelves, guests slipped into the Sticker Bomb Studio: a white-walled recording studio transformed into a living artwork, layered with vibrant stickers and Spotify Codes linking to artist-curated playlists. QR codes scattered throughout the space unlocked hidden merch giveaways, exclusive sticker packs by Korean artist Good Morning Town invited guests to contribute to the evolving visual story of the room, Brand Ambassadors captured the experience with Polaroid cameras for instant keepsakes, and guests had a second chance to experience Spotify Lossless at the mixing table using producer quality headphones.
The Utility Room
A sneaky re-entry point to the alley, the Artist Utility Room was styled after a touring artists’ home storage space, packed with shelves full of music equipment, tour merch, road cases, and instruments, tucked alongside everyday household items. Spotify House branding was tucked throughout to serve as one last photo-op as guests exited the main building.
