Using generative AI programs, we visualized imaginary plants growing in the conceptual forest of Puzzlewood and created posters,
spatial designs, and objects under the premise — “What if we were to hold an exhibition featuring these plants?”
▲ PROMPT : A place that take a moment from your busy, passionate life, so you can pause, breathe and reflect.
Story_1
Everyone carries a forest within their heart — a place of rest. In that forest, scentless flowers may bloom, or fruits nourished by moonlight may quietly ripen.
Though it exists nowhere in the world, it is a forest you can summon whenever you need it — a private sanctuary where dreaming plants grow just for you.
Story_2
During a workshop to determine the direction of Puzzlewood’s 2023 campaign, the phrase ‘Dreaming Plants’ was born — an idea from Sia, whose literary DNA and poetic sensibility run deepest within our team.
The moment I heard it, I fell in love. The phrase perfectly captured Puzzlewood’s ethereal identity, and even its sound rolled off the tongue as softly as a cloud. I knew immediately that I wanted to bring it to life visually.
P.S. Beyond my personal affection, ‘Dreaming Plants’ resonated deeply with others as well.
It was ultimately chosen as the title for Puzzlewood’s 2023 campaign and is now being showcased in a special exhibition at Amore Seongsu, accompanied by a series of lifestyle objects.
“Is it possible to maintain a consistent brand identity across categories such as
space, product, and visual design using only the outputs of generative AI?”
▲ PROMPT: A scent reminiscent of a cozy sanctuary, a secret garden hidden in a bustling city.
Take a moment from your busy, passionate life to pause, breathe, and reflect.
This brand description was divided into object / space / product categories and input into the system to generate corresponding results.
One of the questions that emerged while using Midjourney was whether results generated across various categories could truly maintain a single, cohesive identity.
To put it simply — achieving this still requires a considerable amount of human intervention and time.
In the process of launching a brand, once the core branding direction is established, designers from different fields — product, space, VMD, and more —
must collaborate closely to ensure that the brand identity remains consistent while expanding within their own domains.
This stage of alignment and interpretation is indispensable to prevent the brand from, as we often say, “losing its way.”
However, with generative AI, even when identical prompts are used, the outcomes are never exactly the same — a trait that can be both a strength and a limitation.
As a result, maintaining a unified identity across different outputs proved to be one of the most challenging aspects of this exploration.
(Tip: You can include the name of another well-known brand that shares a similar identity to yours within the prompt.
Since AI systems are often trained on rich datasets from such brands, this can help guide the overall direction of the output.
Still, the final result ultimately depends on Midjourney’s interpretation and randomness.)
1.POSTER & GRAPHIC DESIGN
▲ PROMPT : Hyper realistic, non existent plants, it’s based on relaxation, green color based
The image of the “dreaming plant” I first envisioned was a composition where multiple plants intertwined to form a single vine-like structure — something closer to grass than flowers.
However, the initial results appeared overly aggressive, resembling carnivorous plants. After several moments of surprise (and mild panic), I decided to compromise with Midjourney.
“Alright… what I imagine may not always be the right answer — let’s stay open-minded.”
Rather than using the Midjourney outputs as they were, I refined them using Photoshop and Illustrator to better align with the intended aesthetic.
Finally, I incorporated the exhibition title and Puzzlewood’s brand identity (B.I.) to complete the poster design.
▲ PROMPT : Graphics that can be patterned, Hyper realistic, non existent plants, it’s based on relaxation, green color based
Graphics that can be patterned, hyper-realistic, non-existent plants, based on relaxation, green color palette.
I wanted to experiment with creating images that could be developed into patterns.
At first, Midjourney kept suggesting wallpapers — even kindly rendering them already attached to walls — but eventually began proposing simpler compositions.
It almost felt as if the AI was saying, “You handle the patterning part yourself.”
Although it didn’t generate a ready-made pattern, the resulting images captured the atmosphere of the dreaming plants I had initially envisioned.
So, I decided to take matters into my own hands and create the pattern design myself.
Based on the results generated by Midjourney, I created a series of patterns by subtly modifying and rearranging the suggested images
— forming plants that appear similar yet distinct, giving the pattern rhythm and variation.
▲ PROMPT : Soft pastel green palette, a beautiful scent that is reminiscent of a cozy sanctuary,
a secret garden hidden in a bustling city
This visual was created to express Puzzlewood’s concept of “a hidden small garden within the city,” intertwined with dreamlike plants.
At first, I interpreted the prompt rather literally, which resulted in repetitive images of forests merged with urban landscapes.
As I refined the prompt, however, Midjourney began to reinterpret “urban” as a small, box-shaped form, leading to an unexpectedly fresh direction.
In previous experiments, I would visualize a concept in my mind and repeat prompt inputs until something close to that vision emerged.
But this time felt different — the AI suggested something beyond my imagination.
Beyond its unmatched speed of output, what I found most compelling about generative AI was its ability to produce unexpected visuals that spark new imagination.
The “garden trapped in a box” — something I would never have conceived myself — inspired me to envision a new, more feminine interpretation of the brand’s visual identity.
▲ Results generated using the Blend option in Midjourney
The image of the dreamlike plants I initially imagined was ethereal — where flowers became leaves, and leaves became flowers.
However, it was difficult to achieve the precise look I wanted. So, I experimented with Midjourney’s Blend function, which merges two uploaded images into a single composite.
By blending an image with my preferred color palette and a photograph of a flower I had previously taken, I was able to achieve the desired result.
This result most closely resembles the fantasy plant I had envisioned in my mind.
While I ultimately relied on Photoshop to refine and achieve the dreamlike color palette, the collaboration with Midjourney brought numerous advantages — most notably,
a significant reduction in production time along with a broader range of creative possibilities.
2. SPACE DESIGN
When designing the exhibition space, the biggest challenge was finding the right balance between the “unrealistic” and the “realistic.”
Amid countless surreal spatial concepts proposed by Midjourney, we inevitably had to include terms like “pop-up” or “store” in the prompts to make the results more feasible.
However, this often led to a sense of disappointment — as the outcomes became overly realistic or predictable, resembling spaces that could have been created without Midjourney at all, as shown in the image above.
▲ Space Design Focused on Relaxation
This concept envisions a personal retreat where visitors can experience the scent of Puzzlewood while being surrounded by dreamlike plants inspired by the motif of rest.
Stepping into the dome-shaped space, one feels gently embraced by a forest — a tranquil haven that offers both comfort and calm.
▲ Space Design Focused on Product Display and Testing
This area was designed with a stronger focus on showcasing the products. Surrounded by dreamlike plants, the products are presented in a way that blurs the boundary between nature and imagination,
creating a visually immersive scene. Visitors are invited to interact with and test the products firsthand, engaging all senses within the conceptual atmosphere of the space.
As with any creative project, achieving the desired outcome often requires going through a series of unexpected — and sometimes absurd — results.
Midjourney is a true master of the push-and-pull process, rarely delivering what you want right from the start.
The images above showcase a collection of rather bizarre yet fascinating outputs generated while exploring ideas for a “forest-inspired Puzzlewood pop-up space.”
3. OBJECT DESIGN
▲ PROMPT : Objects that you can feel the deposition of time, in the style of burned,
objects with the motif of forest
▲ PROMPT : Objects that you can feel the deposition of time, an object that can be hung on a wall with a plant motif
To enhance the spatial depth and density, I explored object designs that could coexist harmoniously within the exhibition space.
the object above, the intention was to visualize the passage and accumulation of time, amplifying the overall “forest” concept through a tactile and organic form.
This object was conceived as a wall-mounted piece. Considering the limitations of using real plants or moss,
I opted for textile materials to reinterpret and express the texture and richness of the forest surface, creating a natural yet artificial balance within the space.
▲ PROMPT : Objects that you can feel the deposition of time, in the style of burned,
objects with the motif of forest
To enhance the spatial depth and density, I explored object designs that could coexist harmoniously within the exhibition space.
the object above, the intention was to visualize the passage and accumulation of time, amplifying the overall “forest” concept through a tactile and organic form.
▲ PROMPT : Objects that you can feel the deposition of time, an object that can be hung on a wall with a plant motif
This object was conceived as a wall-mounted piece. Considering the limitations of using real plants or moss,
I opted for textile materials to reinterpret and express the texture and richness of the forest surface, creating a natural yet artificial balance within the space.
Like a carefully composed course meal, this project was built layer by layer — and the final dessert consists of these three pieces.
One of the most enjoyable aspects of the “Dreaming Plants” exhibition being a virtual project was the freedom to “try anything.”
With that spirit, we imagined a selection of gifts and merchandise for visitors to the exhibition:
A Puzzlewood Perfume Edition, capturing the full scent of forest and serenity / Puzzlewood Incense and Holder, to open the ritual of self-care / A Limited Edition Diffuser, designed to complete the sensory experience
Did you enjoy the final dessert? 🙂
As We Conclude the Project
My first impression of Midjourney was nothing short of shocking.
The results we had once spent countless hours creating — or perhaps could never have created at all — were generated within just one to three minutes, and the quality was astonishing.
Whether we choose to master Midjourney as our ally or dismiss it as a soulless AI challenging the realm of art is ultimately up to us. But one thing feels certain:
from now on, creative works will fall into two categories — “those created with the help of generative AI” and “those created entirely by it.”
A RA’s say
I came to realize that certain projects and themes are simply more compatible with Midjourney than others.
My first attempt, themed around products such as “Puzzlewood Holiday Edition,” made me understand that Midjourney is not particularly suited for depicting the specific form of a product,
but rather excels at illustrating atmospheres or scenes — moments that tell a story beyond form.
U JUNG’s say
Is generative AI truly a captivating tool? Personally, whether it’s a novel, a film, or a painting, I believe every creative process
goes through three stages — perception, contemplation, and outcome — and I place the greatest value on contemplation.
While I was fascinated by Midjourney’s capabilities, I couldn’t help but question: Is a process where perception jumps straight to the result — skipping contemplation altogether — truly compelling?
