익선다다 트렌드랩

익선동은 종로구에 위치한 1920년대 조성된 118채 한옥 골목입니다. 2000년대 초반까지 조용한 한옥 밀집촌에 머물던 이곳은, 2010년대 중반 이후 새로운 변화를 맞이하게 됩니다. 그리고, 그 흐름의 시작에는 익선다다트렌드랩(익선다다)이 있었습니다. 저희는 익선동의 오래된 한옥과 비어 있던 공간에 주목했습니다. 전통 한옥 외관을 보존하면서, 그 안에 새로운 콘텐츠를 입혀 카페, 베이커리, 음식점, 문화공간, 서점 등 약 24개 공간을 직접 기획하고, 이 중 13개 매장을 운영했습니다. 단순한 상업 개발이 아니라, ‘Back To Analog, New Analog’라는 슬로건 아래 食(먹거리), 見(볼거리), 聽(들을거리), 感(느낄거리)의 4가지 카테고리를 기반으로 독립성과 스토리가 살아 있는 브랜드들을 심었습니다. 그 결과, 연간 1만 명에 머물던 익선동 방문객 수는 300만 명에 이르는 국내외 관광객을 끌어들이는 핫플레이스로 변화했습니다. 저희는 한옥 골목을 보존하면서도 생명력 있는 공간으로 다시 살려내는 종합적인 마스터플랜을 설계하고 실행했습니다. 익선동의 변화는 결코 우연이 아니었습니다. 처음부터 기획이 있었고, 그 시작은 익선다다트렌드랩이었습니다. 더 자세한 이야기는 프로필 링크 또는 웹사이트를 통해 확인해 주세요. Ikseon-dong is a narrow alleyway of 118 hanok (traditional Korean houses) located in Jongno-gu, originally formed in the 1920s. Until the early 2000s, it remained a quiet cluster of traditional homes — but in the mid-2010s, it began to undergo a significant transformation. At the forefront of this change was IkseonDada Trend Lab (IkseonDada). We focused on the old hanok and vacant spaces within Ikseon-dong. While preserving the traditional exterior of these buildings, we infused them with new content. We planned and developed around 24 spaces — including cafés, bakeries, restaurants, cultural venues, and bookstores — and directly operated 13 of these locations. Rather than pursuing simple commercial development, we planted brands with unique stories and identities under the slogan “Back To Analog, New Analog.” These brands spanned four key categories: 食 (food), 見 (sights), 聽 (sounds), and 感 (experiences). As a result, Ikseon-dong transformed from a neighborhood with only 10,000 annual visitors to a major hotspot attracting over 3 million domestic and international tourists. We designed and executed a comprehensive master plan to preserve the hanok alleyways while bringing them back to life as vibrant spaces. The change in Ikseon-dong was no coincidence — it was intentional, and it all began with Ikseondada Trendlab. For more of our story, visit the profile link or check our website.

담소요는 제주 서귀포에 위치한 3,000평 규모의 정원입니다. 원래는 귤밭이었던 이곳은, 제주의 자연을 고스란히 담은 정원으로 새롭게 태어났습니다. 처음 오픈했을 당시, 담소요는 큰 어려움에 직면했습니다. 하루에 몇 팀만 방문하거나, 아무도 찾지 않는 날도 있을 만큼 고객 유입에 어려움을 겪었습니다. 익선다다 트렌드랩은 이 문제를 해결하기 위해 공간의 분위기부터 새롭게 다듬었습니다. 다소 어둡고 무미건조했던 공간은 밝고 따뜻하게, 고객을 환영하는 편안한 분위기로 변화시켰습니다. 제주의 고요하고 아름다운 자연을 더 깊이 느낄 수 있도록 공간과 조경을 재정비했으며, 고객이 머무는 시간을 ‘쉼’으로 느낄 수 있도록 섬세하게 디자인했습니다. 이곳은 이제, “천천히, 포근하게, 오랜 시간 나를 안아주는 담소요는 나의 소중한 휴식 공간”이라는 브랜드의 가치를 온전히 담아내고 있습니다. 익선다다 트렌드랩은 담소요의 리노베이션을 맡아 건물 개보수와 콘텐츠 기획을 통해 정원의 가치를 새롭게 조명했습니다. 그 결과, 현재 담소요는 하루 400잔 이상의 커피가 판매되고 있으며, SNS 팔로워 수는 1,000명에서 약 4,000명으로 증가했습니다. — Damsoyo is a 9,917㎡ garden located in Seogwipo, Jeju. Originally a tangerine orchard, it has been reborn as a garden that embraces the untouched beauty of Jeju’s natural landscape. In its early days, Damsoyo faced significant challenges. There were times when only a few guests visited in a day—or none at all—making customer attraction a serious concern. To address this, Iksundada Trend Lab refined the space from the ground up. The once dim and lifeless atmosphere was transformed into one that is bright, warm, and welcoming. The layout and landscaping were redesigned to let visitors feel the serene and subtle beauty of Jeju even more deeply. Every detail was considered so that the time spent here could truly feel like rest. Now, Damsoyo fully embodies its brand value: “A space that embraces me gently, slowly, and for a long time—Damsoyo is my precious place of rest.” Iksundada Trend Lab led the renovation, from architectural improvements to content planning, to help the garden’s value shine in a new light. As a result, Damsoyo now sells over 400 cups of coffee a day, and its social media following has grown from 1,000 to around 4,000 followers.

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DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING * URBAN REGENERATION * BRAND IDENTITY & PACKAGING * BRAND EXPERIENCE * OPERATIONAL STRATEGY * SPACE DESIGN * SPACE BRANDING * GRAPHIC DESIGN * F&B CONSULTING *