JLNY STORE & CAFE
Jung Lee NY
A retail world designed to live beyond the store.
Creative direction · Environmental & Event design · Digital adaptation ·
Social asset creation · Short-form video editing2025
Led creative direction and design for the launch of Fete’s floral shop and café, JLNY. Translated visual world into content across digital and social touchpoints. Work spanned the space itself, opening event collateral, store screens, web banners, Instagram Stories, and short-form video. Created a product-focused video for the store’s limited edition Valentine’s Day stationery set.
850x increase in TikTok views
10x increase in Instagram engagement
250% increase in Instagram Reel views, a surge in engagement rates, and measurable growth in-store traffic and online inquiries.
IMPACT
01 | A Cafe in bloom
The floral shop and café brought together two rituals: stopping for coffee and taking home flowers. Developed creative direction and designed details throughout the space and opening event, using botanical imagery, expressive typography, and playful coffee references to give the café its own character within the JLNY store.
02 | From space to screen
The launch needed to feel recognizable wherever people encountered it. Adapted café creative for in-store displays, web banners, and social assets, adjusting the composition and messaging for each format while retaining the same visual language. Occasion-based Stories gave the café timely reasons to appear in the feed, while TikTok and event recap videos brought the space and its opening to audiences beyond the store.
03 | Product in motion
Created and edited a short-form video for the store’s limited edition Valentine’s Day stationery set, turning a physical product into a social asset. Animation and close product details highlighted the set’s illustrations and packaging in a format made for the feed.