A letter to those, who feel they don't belong anywhere. The brand mixes unconventional typography and cultural curations that can hardly be defined in one category, in order to deliver memorable moments to customers of the cafe. The space becomes theatre of preserved fantasy, by willfully contrasts with the outside daily sceneries. The name Gongjoongdosie means "city floating in the midst of nothingness", which directly draws a border between the brand and daily life. By creating exotic atmosphere, using typography, objects, playlists, colors, and hardly recognizable graphics, the space becomes more than just a cafe, it becomes a bespoke world for visitors. Beyond the controversy of business and artistic choices, the project remains as good reference of how to handle the overall expererience that encompasses a lot more than a graphic or visuality, and to make rarity while still remaining attractive.