The Storage Room
Project Context
Hidden behind The Cheese Salon in Seongsu-dong, Seoul, The Storage Room is a speakeasy designed around secrecy, discovery, and the atmosphere of the Prohibition era. What appears to be a simple storage space opens into a warm, intimate bar with dark wood, dim lighting, vintage details, and quiet theatricality.
Design Approach
I built the identity around the coded language of hidden drinking culture. Inspired by old newspapers, concealed drink lists, bootleg-era storytelling, and vintage editorial illustration, the menu was designed as a fictional newspaper called The Storage Times, turning the act of ordering into part of the guest experience.
Brand Identity
Logo Design
Art Direction
Menu Design
Illustration
Printed Materials
Hidden Entrance
The entrance introduces the concept before guests enter the bar. A simple wooden door, concrete walls, scattered bottles, and old newspaper clippings create the feeling of discovering a hidden room rather than arriving at a traditional bar.
Interior Atmosphere
Dark wood paneling, warm lighting, vintage objects, and an enclosed layout give the space a quiet sense of secrecy. The design supports the feeling of stepping into a hidden gathering place from another era.
The Storage Times
The menu was designed as The Storage Times, a fictional newspaper inspired by the Prohibition era. Instead of presenting the drink list as a standard menu, the format turns ordering into a small act of discovery.
Newspaper Cover
The front page introduces the Prohibition-era concept with historical headlines, trivia, and a map-style graphic. It sets the tone for the bar before the guest even opens the menu.
Illustration
I created hand-drawn cocktail illustrations to support the vintage newspaper format. The illustrations add texture, wit, and visual clarity while making the drinks feel like part of the larger Prohibition-era story.
Printed Materials
Coasters and printed pieces extend the identity beyond the menu. Simple typography, illustration, and tactile materials help the brand feel present throughout the bar without overpowering the atmosphere.
The Storage Room turns a hidden bar into a complete storytelling experience. Through spatial identity, editorial design, illustration, and printed materials, the project transforms a menu into an artifact and a bar visit into a small act of discovery.