A Journey into

the Mind of
Hong Dabin
Everything about the artist
and his group,
Dream Perfect Regime

Monthly issue n°2 - Feb 2022

3M’s LifeLab Project:

Transforming pavilion into
a kaleidoscopic prism using
3M’s dichroic film.
1
 INDEX

1.0
p. 4 DPR: Coming to you LIVE
P.6 The Label: Dream Pefect Regime
p.8 History Timeline
p. 12 Values
p. 14 Music Genre
p.16 Design Language Analysis
p.20 Digital Touchpoints
p.22 DPR LIVE Target Audience
p.24 DPR past collaborations

2.0
p. 26 3M: Science. Applied to Life.
P.28 History Timeline
p.30 Logo Analysis and Values
p. 32 Products
p. 34 Target Audience
p.36 LifeLab Project

3.0
p. 38 DPR LIVE x 3M Co-Branding
P.42 Co-Logo
p.44 Social Media profile picture
p.46 Goods
p.50 Collaboration’s Product
p.54 Packaging
p.56 Advertisement

2 3
 1.0
DPR: Coming To You LIVE

Hong Dabin was born on January 1st, 1993, in Pocheon, South Korea.
As a teenager, Hong DaBin wasn’t quite a big fan of school, he hated maths, grammar and didn’t really love
literature. However, he loved sciences such as biology but also subjects like history.
More generally, he was reflecting on life and himself a lot, had a strong self-awareness, and was naturally
attracted by psychology or philosophy, even thinking of studying it in university. He also loved everything
related to communication and personal development.
Sooner than what he expected, he did his military service. He was quite young and for two years his life was
pretty much cadenced by the orders of his superiors.

He admitted that the military service has been an opportunity for him to learn how to be patient, to learn how
to really focus on something but also to reflect on what he truly wanted. Dabin always had a thing for music,
and he even kind of knew that he had the potential to do it as a professional. However, his future seemed to
head more toward teaching. First, because it was one of his mom’s wishes but also because he was more of a
music amateur, he hadn’t really planned to throw himself in music on a professional level.
In this way, if Hong DaBin truly started to write lyrics; this life full of duty but also all the free-time he had
during his military service certainly played a key role. Gradually, he made lyrics from his thoughts and what
was at first only a vague appeal quickly became a real passion, a conviction.
Once his military service was over, it was with a new fervor that Hong DaBin decided to dedicate himself
exclusively to music.
“Being in the army and being very limited, and being told what to do every second of your life,that really
changed my perspective. So when I first came out of the army I was like, ‘I’m going to kill it’. I had everything
aligned, my goals, my purpose. I knew what I wanted to do, which was to make absolute quality music what-
ever the story is”
4 5
The label: Dream Perfect Regime
“We’re perfecting our dreams, it’s a regime; we’re coming up to take over”

In this way, an interpretation could be that the crew is trying his very best to fulfill his dream,
ceaselessly overtaking the limit of their imagination; like a mantra, their aim is pretty much to
revolutionize the music world
However, to understand better the origins of that overflowing ambition, it’s important to know how
the crew has been created. 
Then, DPR consists of around eight people, with five figureheads specialized in fields ranging from
marketing, directing to production. It’s in 2015 that the crew took the shape we know today, but his
roots are going way back.
One could say that DPR is first and foremost a friendship story. The story of DPR IAN (or Christian
Yu – visual director) and DPR LIVE. Both would have met in Seoul around 2011 and they immediately
become friends over their shared interest in breakdancing.
Afterward, IAN met DPR REM (Scott Kim – creative director/executive producer) who joined the
duo. And, little by little the four other members joined the trio. One of the latest to join the crew
being DPR CREAM (real name Kim Kyung-Mo – musical producer).
As for Lee Sung-Joo aka DPR CLINE who is known for his very special dance moves and that you
can see in some MVs like Please and Playlist, he is none other than DPR LIVE’s favorite cousin. 
Happened by accident, those meetings have led to the creation of one of the most creative crews
of the Korean musical scene, if not global; so much the crew is innovating in both a musical and
visual scale.

However, in order to understand better how Dream Perfect Regime succeeded it’s im-
portant to bear in mind that the crew literally started out with nothing. Like for instance,
for two years DPR REM and DPR IAN have worked for other artists. They worked on visual
projects to earn money and finally be able to launch Dream Perfect Regime’ projects.
“We started with zero capital. No investor, no fancy equipment, no nothing. That’s why we
had to start as a visual team [...] For a good two years, DPR REM and DPR IAN busted their
asses shooting for other artists in order to help fund any and all of our projects during that
time.”

Started out with nothing materially as much as technically.

“The second biggest challenge, I guess, was the fact that we were completely clueless. I
didn’t even know what it meant to “mix songs,” or how to get distribution for my music. It
was all trial and error, because none of us had any prior experience. We had no money or
any real knowledge as to how this music industry really works all we had was just a whole
lot of untamed passion”

6 7

History Timeline:
2015
Ttheir music history begins in 2015 with the
track TILL I DIE, first released on Sound-
Cloud on July 27th, 2015, when the crew
members have finally been able to dedicate
themselves to their own projects; it’s seem-
ingly after the release of TILL I DIE that DPR
CREAM, originally from the group LAYBACK-
SOUND, met the collective members and
joined them a little while after.
8 9
Dropped on 19 Apr 2016
EUNG FREESTYLE is kind of an adaptation
of the mmm Freestyle by the crew Hott
Headzz. The producer duo Groovy Room did
some arrangement on the original instru-
mental and Sik-K, PUNCHNELLO, Owen
Ovadoz, Flowsik, and DPR LIVE took care of
the rap parts. As for the visual, DPR once
again took care of it.
2016 2017
EP Coming To You Live on March 15th, 2017:
This project had required more than a year
of work as it was the occasion to mark the
official debut of the rapper DPR LIVE. They
put special care into it. And also, because
in addition to DPR LIVE, seven other
artists have worked on the project: Crush,
Loco, Jay Park, Dean, Kim Hyo-Eun,
G2, and Dumbfoundead are also present
on Coming To You Live; big names in the
Korean urban scene to make it short.

History Timeline:
2018 also had its share of achievements
with the 2018 CTYL TOUR or DPR LIVE and
the collective’s very first world tour in more
than 20 cities all around the world.
2018
2017
2017 hasn’t ended here for the crew
since DPR LIVE concluded the year with
that time a solo project: Her, unveiled on
December 7th. The EP consists of five
tracks including three M/Vs: Jasmine, Text
Me, and Martini Blue.
This relentless work is rewarded by an N°8
rank at the Billboard’s World Album Chart
10
With the success of DPR LIVE’s release
of the single “Yellow Cab”, his fans and
listeners couldn’t wait to see what the
rest of album would bring. After much
anticipation, he finally released the EP ‘IITE
COOL’ on July 22. The little opus contains
six songs and features Hwasa from
MAMAMOO, Beenzino and DPR IAN, with
the style ranging all the way from pop and
dance to alternative and punk rock.
2021
2020
“I didn’t make music for a year,
but I focused on having my own time.
I think it was a time when I was thinking
about, ‘What are the problems inside of
me? What kind of burden do I have that is
hindering me?”
Starting from these questions, after 2 years
of inactivity DPR LIVE comes back with the
album Is Anybody Out There? This album
contains the process of the artist getting
out of a slump.
11
 Values:
‘ Dream Perfect Regime is a multi genre music and video group.
We create, direct,produce, and edit all types of visual work as well as curate
artists that derive from various musical backgrounds and influences.
Based in Seoul,
our collective’s main focus is to engage all audiences
by actualizing a distinctive audiovisual experience.’’

12 13
 Music Genre:
Hip-Hop
is a genre of popular music developed in the United States by inner-city African Ameri-
cans, Latino Americans and Jamaicans in the Bronx borough of New York City in the
1970s. It consists of a stylized rhythmic music that commonly accompanies rapping.
The term hip hop music is sometimes used synonymously with the term rap music,
though rapping is not a required component of hip hop music; the genre may
also incorporate other elements of hip hop culture, including DJing, turntablism,
scratching, beatboxing, and instrumental tracks.

Rhythm and Blues

often abbreviated as R&B is a genre of popular music that originated
in African-American communities in the 1940s. The term was originally
used by record companies to describe recordings marketed predom-
inantly to urban African Americans the bands usually consisted of
piano, one or two guitars, bass, drums, one or more saxophones,
and sometimes background vocalists. In contemporary times R&B
has become a music genre that combines rhythm and blues with
elements of pop, soul, funk, hip hop and electronic music.
The genre features a distinctive record production style, drum
machine-backed rhythms, pitch corrected vocals, and a smooth,
lush style of vocal arrangement

14 15
 The Logo

Font:
Barlow Condensed

FONT:
ARTS AND CRAFTS BOLD
Official Website
16 17
 2017; Coming To You Live 2017; Her

“I don’t remember exactly when the dreams started

2018; Action! 2020; Is Anybody Out There?
But it would always be the same
Alone.
On a dry distant planet
Somewhere beyond our universe
Trapped.
Was this a sign?
That something was out there?
2020; Jam and Butterfly 2021; IITE COOL If it was
Would this journey be worth the risk?
It’s time for me to find out”
- Kiss Me + Neon intro

18 19
 Streaming platforms Digital Touchpoints

20 21
 DPR’s
Target Audience

Followed for his visuals, charisma and creativity,

DPR Live counts around one million and a half
monthly listeners on Spotify, most being from Jakarta, Indonesia,
closely followed by his listeners in Los Angeles, USA.

His target audience is the generations of Gen Z and Millennials

who come from an interest in K-pop or korean hip-hop
and B-Boying culture.

22 23
 Dream Perfect Regime’s
Collaborations
“DPR FOR EVERY CHILD”
It’s a joint effort between DPR and UNICEF to get young people more
informed and engaged in advocating for children’s rights through creativity DPR X ADIDAS SYNC PACK
and art.  We’ve reimagined the UNICEF logo into a vibrant, collage-inspired
aesthetic (similarly referenced from our recent project - “IITE COOL”).  The collective Dream Perfect Regime (DPR) teamed up with Adidas
We’re humbled to be a small part of UNICEF’s work and hopeful for a special limited edition collaboration SYNC PACK available in Korea
for a future where the feeling of possibility and adventure and internationally online on April 30 2021 at 11 a.m. KST.
that fueled DPR can become a reality for youth Featuring their signature visuals, DPR showcased the collection
and children everywhere.’ in a video giving a taste of the collection
that can be found on YouTube by searching
‘DPR x adidas Originals | SYNC PACK’.

24 25
 2.0
3M: Science.
Applied to Life

“At 3M, we use science to improve lives and help

solve the world’s toughest challenges.
We remain focused on executing our plans,
and continuing to deliver exceptional value
for our customers and premium returns
for our shareholders.”

- Mike Roman, Chairman and Chief

Executive Officer of 3M

26 27
 History Timeline
1902 Humble Beginnings
Minnesota Mining and Manufacturing Company was founded by Dr. J. Danley Budd, Henry.
S. Bryan, William A. McGonagle, John Dwan and Hermon W. Cable in Two Harbors, MN. 
Initial mining efforts failed to produce corundum, a mineral ideal for making sandpaper.
Instead, the mineral anorthosite was used and sales were weak.

1925 Masking Tape Invented

While testing abrasive samples at a body shop, Richard Drew, a 3M lab assistant, noted that painters
were having trouble masking car parts. He got an idea that led to the invention of masking tape.
The tape was a hit and the Scotch® brand tape product line was born, as was 3M’s growing emphasis
on product diversity.

1961 Vanishing Act

3M introduces Scotch® MagicTM Tape, the innovative matte-finish tape virtually invisible on light-colored
paper and envelopes. Unlike glossy tapes, users could write on it with pen, pencil or marker.

1969 Venturing into Space

3M products are used by astronauts in the first moon landing, including 3MTM FluorelTM Elastomer, a synthetic rubber
used in the astronaut’s boots worn inside the space capsule

1980 Something to Post About

3M introduced Post-it® Notes, creating a whole new category in the marketplace and changing people’s communication and
organization behavior forever.

28 29
 The Logo ‘Trifecta’ Design Elements:
The Triangle and The Mesh

Font:
3M’s Values:
We are endlessly inquisitive
We create with purpose
We believe in the power of the whole
We nurture the world around us
We act with uncompromising integrity

30 31
 3M Products
Industrial Abrasives For Metal Finishing Flexible Films for Surface Costumisation Glass Finishing Films

When 3M began in 1902, the five founders had a simple goal: to mine
for corundum, a mineral ideal for making sandpaper and grinding
wheels. Turns out, what they thought was corundum was really another
low-grade mineral called anorthosite.
Discovering the poor-quality mineral could have caused an early end to
a fledgling company, but our founders persisted. Why? Because some-
thing more important was born that first year: the spirit of innovation
and collaboration that forms the foundation of 3M today.
Scientific, technical and marketing innovations produced success
upon success over the years, eventually making 3M a constant name
on the Fortune 500 list. Today, more than 60,000 3M products are used
in homes, businesses, schools, hospitals and other industries. One
third of our sales come from products invented within the past five
years, thanks to innovations from the thousands of researchers and
scientists around the world.
Post-it Brand Personal Protective Equipment Scotch Brand With corporate operations in 70 countries and sales in 200, and com-
mittement to creating the technology and products that advance every
company, enhancing every home and improve every life.

Healthcare: Littmann Stethoscopes Brand Air Filters Water Filtration Technology

32 33
 3M’s
Target Customers
One of the key target audiences for the campaign
‘3M science. Applied to Life.’ is the under-35 influencer.
“The under-35s are becoming key decision makers.
We need to focus in a way that is relevant to those people who are under 35.
Clearly more digital, more storytelling, more connection is how we feel we can do
that with this platform.” The executive director tells us.
It’s also a chance to attract not just new customers, but a new generation
of talent; at a time when all industries are vying for younger employees
seeking unique opportunities to apply their tech, digital, science,
design and engineering smarts.

“Our potential customers are also our potential employees.

We’ve done pretty well in attracting a millennial-type work
force,
and we think this will be additive to that.
We’ve always had a focus on STEM, on science, and
these are things that will connect globally with
people
who can potentially come work for us.”

34 35
 3M LifeLab Project
From the collaboration between 3M and BBDO the 3M LifeLab at SXSW
was created. The structure was not simply a space that showcased 3M products,
but was created using some of the amazing materials created by 3M. We designed
a multi-functional structure that acted as a ceiling, spatial divider, and custom
interior display elements. The modular structure was designed to turn the interior
of the 3M pavilion into a kaleidoscopic prism using 3M’s dichroic film.
As visitors move through the space and the sun passes over the tent during the
day the color and reflectivity of the film changes. All of the interior elements were
laminated with glossy white Di-Noc, a 3M architectural finish. The Di-Noc captured
the light cast by the sun through the dichroic film above creating a dynamic landscape
of light that changed throughout the day. The exterior of the tent was clad in a custom
surface made of triangles of Scotchlite fabric that were held together using zippers.
It is one of the first times the retroreflective material was used at an architectural scale.
The various elements and details in 3M LifeLab were designed to work together to create
a cohesive and dynamic experience echoing the same work that goes into the material
science used to develop many of 3Ms products. We thought of the interior as an atmospheric
material created through light and program that visitors would walk through.

The detailing of all these elements was driven by the need to deploy the structure very quickly
and retain a tactility that is both playful and innovative. To do this we used over 3000 3M cable
ties to construct the display and bar elements as well as the complex dichroic ceiling. The modular
structure was made of aluminum pipe that snapped together quickly using over 1200 unique
3D printed joints and sockets. We developed a custom joint detail that allowed each modular element
to go together in a matter of minutes by simply snapping the lengths of powder coated pipe together.

36 37
38 39
 3.0 Even tho 3M and DPR LIVE may seem distant as company
and artist, they both strive for perfect quality and innovation
to surprise their listeners and their customers

DPR LIVE x 3M Co- Branding

having their eyes always set to the future;
They aren’t scared by rough starts, overcoming difficulties
and succeding in their career with perseverance.

40 41
 Co- Logo:
For the updated logo of DPR x 3M I decided to keep a simple black and
white colour palette except for the red accent typical of DPR Live’s logo
(the symbol of the live recording) that also recalls the classic colour red
associated with 3M.
For the new shape of the logo I decided to transform the letters
simplifying them into triangles, following the ‘trifecta’ element of 3M,
mantaining the element of the triangle and the mesh throughout the
whole project.

42 43
 Social Media Profile Picture:

44 45
 T-shirt design: Vinyls:

46 47
 Thank you cards:

:tcudorP s’noitaroballoC

EVIL RPD dna M3 neewteb noitaroballoc eht fo tcudorp ehT

gnigrahc a sa osla noitcnuf nac taht dnats enohpdaeh esoprup itlum a si
.redloh licnep a sa dna flesti enohpdaeh eht rof noitats

mlfi ciorhcid s’M3 ni derevoc dna ssalgixelp ni edam si tcudorp ehT

llams eht thgil htiw sruoloc taht msirp a otni tcejbo eht smrofsnart taht
.tup si hcihw ni tneibma

sa epahs lanogaxeh eht gnisu ,denfier-nu dna elpmis si erutcurts ehT

eht fo noitcurtsnoc eht ni lanoitcnuf erom tub elgnairt eht fo elpitlum a
.eceip

48 49
 Collaboration’s Product:

The product of the collaboration between 3M and DPR LIVE

is a multi purpose headphone stand that can function also as a charging
station for the headphone itself and as a pencil holder.

The product is made in plexiglass and covered in 3M’s dichroic film

that transforms the object into a prism that colours with light the small
ambient in which is put.

The structure is simple and un-refined, using the hexagonal shape as

a multiple of the triangle but more functional in the construction of the
piece.

50 51
 Collaboration’s
Product:

52 53
 Packaging:
54 55
 Advertising:
56 57
58