Conveying story and message
through spatial experience.
Finding the interface betwee narrative and audience experience, translating it into an immersive scene
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Drift Console
This work is an experimental exploration grounded in research on future retail environments. By combining fragments of movement, sound, and light drawn from the energy of streetwear, it opens up new possibilities for encounters and experiential modes through moments and sensations that emerge in real time
Design: Seokung Jeong (Seoul)
Exhibited at the MA Interior and Spatial Design Degree Show, UAL
DJ: @santiagoibarrola
Photography: @175franko
Exhibited at the MA Interior and Spatial Design Degree Show, UAL
DJ: @santiagoibarrola
Photography: @175franko
Nov 2025
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The rapid rise of mobile culture is transforming not only how we consume but also how we perceive and experience the world. In contrast, offline retail spaces remain rooted in formats centered on selling, which highlights the need to reconsider physical environments as cultural devices that allow users to directly sense a brand’s worldview.
Although young audiences are fatigued by excessive commercial exposure, they still seek communities grounded in authenticity and culture. This means brands should focus not on one-way messaging but on creating spaces where people can participate and form relationships.
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The furniture proposed in this project emerges from this perspective. Inspired by the film Tokyo Drift, the piece brings together the energies of road trips, racing, and DJ culture that shape streetwear. Through automotive lighting, scaffold pipes, and sound, the object moves beyond simple display and becomes a scene-making device. It encourages natural interaction and immersion, and its modular pipe structure supports easy movement and reassembly, allowing it to adapt to various events.
This approach can be applied across different types of brands. For a sports brand, it could function as a mid-run rest point. For a lifestyle brand, it could become a place for reading, conversation, or quiet pause. Ultimately, the project proposes a way for physical space to activate cultural activity and deepen the relationship between brands and their users.
The rapid rise of mobile culture is transforming not only how we consume but also how we perceive and experience the world. In contrast, offline retail spaces remain rooted in formats centered on selling, which highlights the need to reconsider physical environments as cultural devices that allow users to directly sense a brand’s worldview.
Although young audiences are fatigued by excessive commercial exposure, they still seek communities grounded in authenticity and culture. This means brands should focus not on one-way messaging but on creating spaces where people can participate and form relationships.
The furniture proposed in this project emerges from this perspective. Inspired by the film Tokyo Drift, the piece brings together the energies of road trips, racing, and DJ culture that shape streetwear. Through automotive lighting, scaffold pipes, and sound, the object moves beyond simple display and becomes a scene-making device. It encourages natural interaction and immersion, and its modular pipe structure supports easy movement and reassembly, allowing it to adapt to various events.
This approach can be applied across different types of brands. For a sports brand, it could function as a mid-run rest point. For a lifestyle brand, it could become a place for reading, conversation, or quiet pause. Ultimately, the project proposes a way for physical space to activate cultural activity and deepen the relationship between brands and their users.