ADOR, a music group label under HYBE, unveiled a new brand film on February 25th KST. While maintaining its signature creative philosophy, “All Doors One Room,” the video visualizes a more flexible and forward looking direction for the future.
The brand film opens with a man and woman arriving at what appears to be a laboratory. Inside, countless rooms await as they search for four doors marked with the letters A, D, O, and R. The moment they obtain keys and open the doors, a variety of surreal scenes unfold. People wearing whimsical mascot costumes enjoy a party, a researcher dives into an empty swimming pool to retrieve a key, and a mysterious blue horse appears, sparking curiosity.
ADOR’s distinct creative language stands out throughout. The label explained, “The four elements—Lab, Door, Key, and Human—symbolize our creative process. An idea (Key) passes through ADOR’s laboratory (Lab), opens the door (Door) to a new world, and ultimately reaches people (Human).” They added, “As we always have, we will open new doors in our own rhythm, and once again surprise the world.”
Alongside the brand film, ADOR also revealed animations and various short form content reflecting its newly updated BI (Brand Identity). While retaining the familiar impression of the existing logo, the refreshed design offers greater flexibility. Rather than being fixed in a single form, the logo transforms depending on the nature of the content, metaphorically embodying musical melody and the idea of a tool that opens new worlds—highlighting the label’s expanding potential.
Founded in November 2021 under HYBE’s multi label system, which respects full independence and autonomy in the creative process, ADOR is home to NewJeans, the girl group that has consistently topped domestic and international charts and achieved syndromic popularity. Last year, the label also held the '2025 ADOR BOYS GLOBAL AUDITION', further raising anticipation among music fans for its next chapter.
SEE ALSO: ADOR's damage lawsuit against NewJeans' Danielle and Min Hee Jin to begin this month
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