As suggested in the brand name, STARDIUM, the focus was laid on developing highly sensuous products in the "STAR" theme. The shop was designed to carry various goods without boundaries that are more practical but still maintain the sensitivity of the design by moving beyond the portrait oriented concept of celebrity goods. Focusing on the fact that DDP was formally "Dongdaemun Stadium", the STARDIUM developed an interesting brand identity by combining the old name with "STAR."