Sophia Kim.

Conceptual / Experiential / Spatial / Store  Designer. 

Client: Netflix
Agency: We're Magnetic

Creative Director: Emily Fife
Associate Creative Director: Debbie Yeh

Art Direction: Mike Potter, Julie Kane
Graphic Design: Melissa Walters
3D Experiential Designer: Sophia Kim

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First Round RFP

Our team was tasked with submitting an RFP deck for Netflix, with the initial concept titled "KEEP WATCH INN."

This concept drew inspiration from Miami-style inns and motels, aiming to capture their vibrant and immersive aesthetic.

In this project, I served as the 3D Experiential Designer within the team. My primary responsibility was to translate the conceptual vision into spatial designs. I focused on space planning and the creation of 3D renderings that conveyed the overall atmosphere and design intent.

At this stage, our deliverables did not include activation renders; rather, our objective was to establish the foundational visual identity of the space.

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Second Round RFP

For the second round, we selected three Netflix shows—Maniac, Chilling Adventures of Sabrina, and Big Mouth—to illustrate how we intended to interpret and integrate their themes within the space.

• Maniac: The key visual elements we incorporated included a cube, ABC-shaped pills, and a rainbow. I was responsible for conceptualizing how these elements could be transformed into a cohesive spatial design. To enhance the narrative, I envisioned the ABC-shaped pills housed within an oversized pill organizer, complemented by rainbow lighting. Instead of using a traditional cube, I proposed a mirrored base to create a reflective effect, combined with LED neon lighting on the floor to simulate the cube’s colors melting into the space—an idea that aligned with the surreal aesthetic of Maniac.

• Chilling Adventures of Sabrina & Big Mouth: For these shows, I drew inspiration from specific scenes and adapted key elements to fit within a 10’ x 10’ spatial layout. My approach involved reconfiguring these elements to create an immersive experience while maintaining the essence of each show’s visual identity.

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Final Round

Following our submission, Netflix underwent a rebrand, requiring us to refine our concept to align with their updated brand guidelines.

As we developed photo moments for each show, we maintained ongoing communication with Netflix to ensure alignment with their vision. My responsibilities included:

• Producing detailed 3D renders for each show, ensuring accurate scale and material details for final production.

• Collaborating closely with the graphic design team, providing precise dimensions and elevations for integration into the overall design.

• Compiling all approved designs and assembling the final 3D visualization of the event venue, including spatial circulation and layout. The final renders captured the immersive experience, allowing for a comprehensive understanding of the event flow.

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Software used: Rhino 3D, Vray, Photoshop