CREATIVE STUDIO

CONCEPT & PRODUCT DEVELOPMENT FOR LUXURY, HOSPITALITY AND ART DE VIVRE

So BANG Creative Studio develops concepts and visual direction for fashion, luxury and hospitality brands, from image and campaign direction to product concepts, capsule collaborations and, where relevant, edible objects.
Founded and creatively directed by Chi-Young Bang, the studio carries forward the editorial perspective she developed over fourteen years at Condé Nast, including her role as Fashion Director. It continues to shape the way she works today - with curiosity, vision and precision.

THE SENSORY SCORE
Dining Concept / Guest Experience / Creative Direction

Hand-painted abstract notation by Creative Director Chi-Young Bang translating taste and aroma into visual language

CREATIVE PREMISE
Translate taste, aroma and texture into an abstract visual language, creating a second reading of the dish that unfolds alongside the dining experience.

THE CONCEPT
A visual language is developed around the chef’s menu, translating the sensory character of each course into an individual abstract interpretation. Presented alongside the dish, the drawing offers a second visual reading of the course and becomes a personal record of the dining experience. Each visual language is developed specifically for the menu and remains unique to the commission.

SCOPE
・Concept development
・Sensory-to-visual language
・Guest experience concept
・Creative direction

THE TROMPE-L’ŒIL TABLE
Concept Development / Sugar Sculpture / Creative Direction

Sugar sculpture fish plated as a whole fish course, styled with cutlery and a dahlia flower — a trompe-l'œil concept by Chi-Young Bang

Trompe-l'œil table setting with sugar sculpture fish arranged across a series of plates, creative direction by Chi-Young Bang

Sugar sculpture fruit, sliced apple and pear rendered entirely in sugar, styled on stacked tableware. Creative Direction and concept by Chi-Young Bang

Hand-drawn concept sketch for a trompe-l'œil sugar sculpture fish, with process notes, So BANG Paris, created by Creative Director Chi-Young Bang

CREATIVE PREMISE
Explore how far sugar can be pushed toward illusion, objects rendered with enough precision to be read, at first glance, as their natural counterparts.

THE CONCEPT
Fish and fruit, two familiar tabletop subjects, are recreated entirely in sugar and set within a formal table setting. The pieces can function as sculptural table objects or as a visual counterpoint to a plated course, with their true material revealed only on closer inspection.

SCOPE
・Concept development
・ Sculptural sugar work
・Creative direction

THE GINGERBREAD HOUSE
Concept Development / Personalised Gifting / Intimate Press Event

Hand-piped couture gingerbread houses displayed together, a personalised gifting concept by Chi-Young Bang

Personalised gingerbread house with hand-piped name detail, presented at an intimate press event

Close-up of hand-piped icing detail on a couture-inspired gingerbread house roof

Hand-drawn concept sketch for a couture-inspired gingerbread house design, So BANG Paris

CREATIVE PREMISE
Create a signature moment for an intimate press gathering, an object that would introduce guests to So BANG´s hand-piped decorative language and invite them to experience the technique first-hand and remain as a personalised gift to take home.

THE CONCEPT
The familiar gingerbread house became a couture-inspired object, finished entirely by hand in the studio’s signature icing. Each house was personalised with a guest’s name and presented alongside a live demonstration and guided cookie-decorating session, extending the experience beyond the event itself.

SCOPE
・Concept & product development
・Hand-piped icing decoration & personalisation
・Live masterclass / guided atelier
・Creative direction

CHI-YOUNG BANG STUDIO

CREATIVE DIRECTION / VISUAL IDENTITY / CREATIVE CONSULTANCY

Alongside So BANG, founder and Creative Director Chi-Young Bang works independently across creative direction, visual identity and creative consultancy for fashion, jewellery, design and art de vivre.

VIEW THE STUDIO