Sui in Seoul marked the second iteration of Sui’s multi-event presence during Korea Blockchain Week 2025, expanding beyond the core Korean retail audience to strategically engage a broader APAC market. The program spanned a gaming tournament, an evening networking event, a convention booth, and Sui’s dedicated gaming showcase.

I led spatial design and build development across all touchpoints, creating custom stages, bleacher seating, large-scale scaffolding builds, and an immersive gaming wall. In addition to 3D design, I produced detailed build drawings, developed lighting plots, contributed to merchandise iterations, and managed two additional 3D designers to ensure consistency and delivery across simultaneous activations.

Conceptually, the experience was driven by a sports-inspired narrative anchored in the rallying cry, “Join Team Sui.” In a saturated blockchain landscape, the goal was to position Sui as a movement rather than just a platform. The environments incorporated the visual language of motion and competition — track lines running through the space, finish-line motifs, concession-style merch and F&B stands, and suspended flags that created an atmosphere of fandom and collective momentum.