Namuh Stock Airport : 24-Hours Overseas Stock Travel

Overview
Namuh Securities is a MTS (Mobile Trading Service) brand in South Korea. Namuh, an anagram of HUMAN, represents NH Investment & Securities’ personal achievement platform. We conceptualized and executed “Namuh Stock Airport”, the first pop-up store to be held in Korea by a securities company to offer a unique brand experience. The brand space reimagined “24-hour overseas stock trading” as an enjoyable “24-hour overseas stock travel,” leveraging the universal appeal of travel to make financial investing more relatable with an airport-themed design.
We created a vibrant airport experience by infusing the brand’s signature color Vibrant Green into the entire space, enhancing its cohesive identity. From the departure zone to the arrivals zone, every detail was designed to capture the excitement of travel. The highlight of the experience was the interactive event at the duty-free stock shop, where customers selected “stock options” from vending machines. These options came packaged as cans containing rewards for further investment. This immersive experience transformed stock trading into something tangible and engaging, resulting in high participation.
The popup store attracted approximately 20,000 visitors in 12 days, resulting in 9,523 stock accounts opened and 3,961 participants receiving rewards for further investment. Namuh Securities solidified its youthful and vibrant brand image, positioning itself as a growth partner for Millennials and Gen Z. This revitalization effort contributed to Namuh brand’s continued growth, with the app’s monthly active users reaching 2.3 million.

Background
The mobile investment securities market in South Korea is fiercely competitive, with companies vying for customers by emphasizing low fees and user-friendly platforms. Securing Millennials and Gen Z as key customer segments has become a critical focus. In response, Namuh conducted an in-depth analysis of these generations’ characteristics, uncovering a significant insight: for Millennials and Gen Z, investment is not merely about trading stocks and bonds for profit. Instead, they perceive it as a part of their financial self-development journey. Based on this understanding, we redefined its business not just as an MTS, but as a “Personal Achievement Platform”—a space that fosters individual growth by promoting healthy investment habits.
This new positioning marks a departure from the traditional, rigid image of financial services, embracing a youthful and vibrant brand identity, and the brand communications have been executed under the motto “Open Possibility”. At the brand level, we aimed to effectively communicate to Millennials and Gen Z the message that ‘investing is not a daunting task but an exciting and essential activity for personal growth’. To achieve this goal, a pop-up store was selected for its popularity among younger generations and for the purpose of delivering messages in a dynamic and engaging way.
The pop-up store’s spatial experience concept was designed to convey the message that “investing can be exciting” while highlighting Namuh’s launch of South Korea’s first 24-hour overseas stock trading service, positioning it as a key differentiator in the market.

Spatial Design Concept
We sought to communicate to Millennials and Gen Z that “investing can be exciting” while showcasing Namuh’s 24-hour overseas stock trading service in a way that reflected the brand’s unique approach. Through our exploration, we discovered that the process of researching companies, studying, and purchasing stocks parallels the experience of planning a trip—exploring destinations, studying and purchasing flight tickets. This insight led us to the concept of ‘investment as a journey.’
From the perspective of ‘investment as a journey’, we sought the effective way to promote the ’24-hour overseas stock trading system’. The concept of ‘airport’ emerged as a central idea. Airports are gateways to travel and universally familiar spaces that evokes excitement and anticipation. Moreover, airports operate 24/7, aligning perfectly with the new service. We conceptualized the space design concept for the pop-up store as ‘Namuh Stock Airport’, a space where customers could experience 24-hour overseas investment journeys.
Rather than simply replicating the look and feel of airports, we reinterpreted its elements through the lens of stock investment. By connecting the customer journey at an airport to customer journey of investing, we designed the space to deliver an immersive experience and to transfer the excitement of travel to the experience of stock trading.
The pop-up store covered an area of 371.61m2, a modest size for recreating an airport. To maximize the space, we meticulously designed the customer journey to mirror the stages of an airport experience—from departure to arrival. Visitors naturally experienced the steps of overseas stock investment as they progressed through the space, engaging with a cohesive and immersive narrative.

Visual Design Concept
The brand name Namuh is an anagram of “human”, and translates to “tree” in Korean, representing growth. The brand logo embodies the idea of “connecting customers’ daily lives with investments and opening doors to new growth” through a visual representation of the “Door to Possibility.”’

The visual design concept of the pop-up store drew inspiration from the ‘Door to Possibility’ in the Namuh brand logo, extending it with the ‘Success Blossom’ to represent limitless opportunities and the exhilaration of travel. By incorporating image frames, icons, and characters, the space was vitalized, effectively delivering the atmosphere of an investment journey akin to a travel adventure.
BX Design was expanded across various touchpoints, including teaser videos, posters, leaflets, experiential items, and event goods. These efforts significantly increased brand awareness and attractiveness.

Customer Journey
Namuh Stock Airport was designed as a spacial experience themed around “24-hour overseas stock investment journey”. Customers navigate through the space following a sequence of eight experiential zones. By connecting the departure and arrival experiences at an airport with the process of stock investment, the space was designed to transform investing from something perceived as complex and daunting into an exciting and positive experience. Design elements highlighting 24-hour overseas stock trading were integrated into the journey throughout the space, leading customers to naturally associate the Namuh brand with 24-hour overseas stock trading service.

1. Departure
Customers receive their passport and ticket at the Departure zone.

2. Immigration & Security Check
Customers proceed to choose their desired overseas investment travel destination at the departure inspection counter, signaling the start of their Journey. There are four travel destination options with different trading hours, implying the overseas stock trading system is serviced 24 hours.

3. Currency Exchange
At the Currency Exchange Zone, customers receive investment travel cards containing representative stocks from various countries and Namuh Seed Money.

4. Moving Walk
Customers enjoy the moving walkway while admiring landmarks of the four investment travel destinations. Along the walkway, boarding gates are marked with the times 6, 12, 18, 24, representing each country’s trading hours in Korean Standard Time. This design element effectively communicates the convenience of 24-hour stock trading service.

5. First Class
Customer experience a unique and immersive investment journey in the First Class Zone, which was designed in collaboration with Korean Air.

6. Baggage Claim / Photo Booth
Customer can capture memories at the 24-hour overseas stock sculpture and photo booth.

7. Duty Free Shop Vending Machine
Customer who arrive at the Duty Free Shop participate in the reward event. Customers insert Namuh Seed Money into a vending machine, select a can labeled with an overseas stock, and receive a non-alcoholic beer with a randomized code. Customers enter the random code into the Namuh Securities app and receive a reward of at least $4 up to a maximum of $1,000. This experience element was designed to encourage customers to start overseas investment with the reward.

8. Arrivals
Finally, customers receive a travel postcard and event merchandise, and happily complete their overseas investment journey.
After engaging in an investing experience akin to overseas travel at Namuh Stock Airport, customers can associate the memory of the investment experience with Namuh with excitement and anticipation.

Results
The brand pop-up store targeting Millennials and Gen Z at The Hyundai Seoul was a success. While the average number of visitors at The Hyundai Seoul pop-up stores is 1,000, Namuh Securities pop-up store had 2,500 visitors on the first day and a total of approximately 20,000 visitors during the 12-day period. The main event of the pop-up store attracted 9,523 new members to the Namuh Securities app, and 3,961 of them received rewards for further overseas stock trading. Through this pop-up store, Namuh Securities has positioned itself as a personal achievement platform for millennials and Gen Z, acquiring a young and innovative brand image as the first securities company to operate a brand pop-up store. This revitalization effort contributed to Namuh brand’s continued growth, with the app’s monthly active users reaching 2.3 million.