Behind the Rebrand: Our Work on the New SEALIFE COEX, Seoul Aquarium
SEALIFE COEX Aquarium, one of Seoul’s most popular marine attractions, has recently undergone an exciting transformation as part of SEALIFE’s refreshed global brand identity. From a new logo and brand visuals to a renewed visitor journey, this rebranding initiative reflects a commitment to modern storytelling, immersive learning, and stronger conservation messaging.
We’re proud to have played a key role in this transformation, supporting the SEALIFE team with the design, fabrication, and installation of new aquarium exhibits and features that align with the updated brand direction.
A New Look for a Leading Aquarium
Located in the heart of COEX Mall in Seoul, the SEALIFE COEX Aquarium is not only a major destination for visitors in South Korea but also one of the flagship venues in the wider SEALIFE network. As SEALIFE’s brand evolves globally, the COEX location was selected for a full refresh to reflect new standards in visitor experience, engagement, and exhibit presentation.
The rebrand includes:
A refreshed logo and color palette
Updated interior theming and signage
Enhanced interactive zones
More prominent conservation storytelling throughout the venue
Our Involvement in the SEALIFE COEX Upgrade
Our team supported the project by designing and installing a series of new aquariums and technical systems that are now integrated into the upgraded venue. The scope of our work included:
Designing multiple new tanks, each custom-built to fit within the new visitor flow and theming strategy
Engineering and installing advanced Life Support Systems (LSS) to ensure long-term reliability and water quality
Fabrication of acrylic display tanks, including complex forms such as donut tanks, pop-up cylinders, kreisel jellyfish systems, and large lens windows
Theming support, with seamless integration of exhibits into the new visual language of the brand
At the heart of the refreshed experience is a series of newly introduced aquarium displays, each one thoughtfully engineered, fabricated, and installed by our team. These tanks were designed to enhance guest interaction, support animal welfare, and align with the visual and spatial goals of the rebranded zones. Here’s a preview of what we delivered:
Sphere Aquarium
A dynamic, globe-shaped display that draws immediate attention. This tank creates a floating illusion and offers a 360-degree viewing experience. It’s used as a key feature piece and can support smaller schooling species or unique thematic environments.
Jelly Crawl Aquarium
Designed for a low-profile, horizontal layout, the Jelly Crawl Tank brings visitors eye-to-eye with mesmerizing jellyfish in motion. With carefully directed lighting and soft flow patterns, it creates a calming and immersive tunnel-like experience for guests of all ages.
Jellyfish Kreisel Aquariums
These dual kreisel tanks were engineered to provide ideal conditions for delicate jellyfish species. The circular water flow ensures continuous suspension, while the clear acrylic and soft illumination enhance the visual impact. The tanks differ slightly in size and layout, offering flexibility in species display.
Donut Aquarium
An interactive, ring-shaped tank that invites guests to observe marine life from the center of the display. The design promotes exploration and surprise, creating moments of delight especially among younger visitors.
Large Lens Aquarium
Featuring an oversized convex viewing panel, this tank magnifies the aquatic scene within and draws viewers deeper into the environment. Ideal for highlighting larger species or dramatic aquascapes.
Cylinder Pop-Up Aquarium
A family-favorite, the pop-up tank allows children and adults to enter a central viewing bubble inside the display. Surrounded by aquatic life on all sides, guests can take photos and enjoy a sense of playful immersion.
Bow Front Aquarium
This tank offers a panoramic view with a curved front acrylic panel. The smooth bow shape adds dimensionality to the display and improves visibility from multiple angles, making it a standout in tighter corridor zones.
Coral Aquarium
Built to support live coral and reef-safe species, this tank features custom lighting systems, controlled water chemistry, and layered aquascaping. It emphasizes SEALIFE’s mission to promote marine biodiversity and reef education.
Working with SEALIFE, A Continued Partnership
This project is part of our broader collaboration with SEALIFE, having supported several other locations across the globe. Our long-standing understanding of their design standards, brand objectives, and operational needs has allowed us to contribute meaningfully to their evolving attractions.
The completed upgrade at SEALIFE COEX ensures that guests enjoy a refreshed, cohesive, and interactive journey through marine habitats. With new tanks, updated theming, and enhanced educational elements, the aquarium now better reflects SEALIFE’s conservation-driven mission and global identity.