TUX Creative, a 360-degree design agency specialized in branding, has recently worked on the flagship design of 1MILLION, a dance school and management studio based in Seoul. Tasked with reimagining the brand image and its spatial application, TUX ultimately reinvented the model of a “traditional” dance school for non-traditional street dancers and redefined the dance studio, for those who literally don’t need a “stage to dance”.

TUX’s creative and holistic approach captured 1MILLION’s spirit and the essence of dance culture. With “we don’t need a stage to dance” as a motto, 1MILLION recognizes that dance is first and foremost a passion and that behind every dance clip, there are many hours of dedicated and rigorous training. To encourage students to dance both within and beyond the walls of the dance studios, mirrors, glass and other reflective finishes were used throughout the communal spaces (hallways, lounge area, lobby, etc.) to generate informal dance studios, where every reflective surface becomes an opportunity to practice.

▼大厅空间，lobby on the ground floor ©Yoonsung Kwon