The group HYBE music group label ADOR unveiled a new brand film on the 25th. While maintaining the label's unique creative philosophy, 'All Doors One Room (all doors eventually lead to one),' the video visualizes a more flexible and expansive futuristic direction.
The brand film begins with the sight of a man and a woman arriving in a space that looks like a laboratory. There are numerous rooms, and the two search for four doors each inscribed with the letters A·D·O·R. When they obtain keys and open the doors, various landscapes unfold. People wearing cute mascot-style costumes enjoy a party, a researcher jumps into an empty swimming pool to find a key, and a mysterious blue horse appears, piquing viewers' curiosity.
ADOR's consistent creative grammar stands out. ADOR said, "The four elements — laboratory (Lab), door (Door), key (Key) and person (Human) — symbolize the creative process. The idea (Key) passes through ADOR's laboratory (Lab), opens the door (Door) to a new world and ultimately reaches the person (Human)." It added, "As ADOR has always done, we will open new doors in our own rhythm, and we will once again astonish the world."
On the day, ADOR also unveiled animation reflecting the new BI (Brand Identity) and several short-form contents alongside the brand film. While retaining the familiar impression of the existing logo, its more flexible usability stands out. The logo, which does not remain fixed to a particular form and varies according to the nature of the content, metaphorically implies musical melody and the instrumental meaning of opening a new world, demonstrating the label's expandability.
ADOR was established in November 2021 under HYBE's multi-label system, which respects complete independence and autonomy in the creative process. It houses the girl group NewJeans, which has dominated domestic and international charts with each album and enjoyed syndrome-level popularity, and last year it held the boy group global audition (2025 ADOR BOYS GLOBAL AUDITION), raising expectations among music fans.
[Photo] Provided by ADOR.
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