The ART MALLING project is a project carried out to launch the shopping mall brand of Hyungji, Korea’s No. 1 fashion group. We applied the concept of an emotional playground which satisfies the diverse tastes of customers. In order to achieve this, we became the first in the world to apply a flexible identity to the naming. Centered upon the keyword, “ART,” we allowed the meaning of the name to change according to the characteristics of the shopping space. This naming concept was expanded to the BI and SI resulting in an emotional playground attained through the transformation of 3D spatiality and colors in places.