[BI to SI: Synergy Between Brand and Space] POC Seongsu integrates brand identity (BI) with spatial identity (SI) to create a seamless brand experience. Once an industrial hub, Seongsu faced decline due to manufacturing downturns and aging buildings. However, its unique character and cultural elements have driven urban regeneration. Balancing Seongsu’s creative industrial ecosystem, POC Seongsu preserves existing structures while incorporating future-oriented technology and brand experience. [Proof of Concept (POC): Connecting Architecture, Technology, and Brand] POC Seongsu introduces a new paradigm where architecture, technology, and branding converge. More than just a building, it is an experimental space combining advanced technology, spatial planning, and brand strategy. By materializing innovation and embedding brand philosophy into its design, it strengthens emotional connections with users. As a sustainable space merging locality, technology, and branding, POC Seongsu bridges Seongsu’s identity with its future.