What If?
@whatif_series | 2025~
What If? is a creative research and innovation platform utilizing AI driven speculative design to prototype alternative futures for cultural and commercial identities. Driven by the question “What if brands dared to dream bigger?”, it develops visual IP and strategic models that enable rapid ideation and foster collaborative and entrepreneurial possibilities.
Co-founder, Co-creative director
Minwoo Park, Sion Kim
Currently collaborating with local brands in Seoul.
What problem is this platform addressing?
Contemporary brand collaboration relies heavily on trend driven aesthetics rather than visionary experimentation, limiting opportunities to prototype cultural or experiential futures.
What cultural or business insight is demonstrated through these experiments?
Speculative visual prototyping reveals how brands can test future scenarios rapidly and at low risk, generating cultural value and entrepreneurial potential beyond product based branding.
Business & Cultural Impact
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Expands conceptual futures and imagination.
Generates visual IP for scenario exploration.
Develops new design methodologies using AI.
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Reinterprets cultural identity and speculates new narratives.
Encourages experimentation and critical reflection.
Documents potential cultural shifts visually.
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Opens collaborative and licensing opportunities.
Enables low risk rapid ideation for stakeholders.
Supports scalable creative strategies.
