LAD is a multi-purpose complex created by remodeling the old two-story house located in Seogyo-dong, Mapo-gu, and consists of an underground exhibition space, a cafe on the first floor, and a lounge on the second floor. L.A.D. stands for Love Alcohol Death and is a space where art lovers, ravers, and artists, interact together and share their tastes and love for it.

However, LAD's existing branding is limited to its identity as a 'cafe', and the need for identity renewal has emerged as the brand (space) grows. Through this brand renewal, Studio Lens wants to present a wide range of visuals that can encompass the expanded LAD's activities, while further clarifying the brand's unchanging identity, creating a brand that remains in your memory.