Seoul Auction The Concierge Deseño de Interiores by Hyunju Julia Lee

Seoul Auction The Concierge Deseño de Interiores by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 A' Design Award de Bronce in Deseño de Espazos Interiores e de Exposición Competition Category.

BronceInteriorismo· 2025

Seoul Auction The Concierge Deseño de Interiores

by Hyunju Julia Lee

Client: Seoul Auction

A' Design Award de Bronce Winner in Interiorismo Category

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Verified Award Winner
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The Design

About Seoul Auction The Concierge Deseño de Interiores

The Concierge at Seoul Auction redefine o comercio de luxo mediante un concepto minimalista de espazo dentro dun espazo. Integrado de xeito harmonioso no vestíbulo tipo galería, ofrece un ambiente sereno e sofisticado onde a simplicidade realza a experiencia de contemplación. Unha gran porta de vidro e unha ampla ventá equilibran apertura e discreción, mentres que as obras de arte coidadosamente colocadas e as estantarías flotantes guían sutilmente aos visitantes. Ao abrazar a beleza do espazo en branco, The Concierge eleva a percepción do luxo, permitindo que os produtos sexan os protagonistas.

The Recognition

About the A' Design Award de Bronce

Seoul Auction The Concierge Deseño de Interiores gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Seoul Auction The Concierge Deseño de Interiores sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Seoul Auction The Concierge Deseño de Interiores satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Located in Seoul Auction's lobby, The Concierge embodies minimalist architecture, seamlessly integrated with the white gallery. Designed as a space within a space, it balances openness and privacy with a large glass door and strategically placed artwork. Luxury products are showcased in rectangular boxes against all-white walls, emphasizing the beauty of blank space. This design highlights minimalist beauty, where every element serves a purpose and enhances the elegance of the space.
Dimensions & Packaging: The Concierge is W4590mm x L5550mm x H3000mm, situated within a lobby with an overall height of 4300mm. To optimize the space, we integrated the lobby’s air circulation and air conditioning system using an exposed ceiling structure. This design not only ensures effective air flow but also enhances a sense of openness and continuity. As a result, the space feels more expansive and inviting, complementing the minimalist aesthetic.
Tags: MinimalistInteriorDesign, RetailInteriorDesign
Production Technology: The design required high-precision craftsmanship to achieve a minimalist aesthetic within the existing lobby. We used a seamless joint technique to integrate new walls with existing ones. Lacking an electrical floor box, we routed electric and fire lines from the ceiling along the existing column, seamlessly concealing them to preserve the minimalist design. Located at the lobby corner with two sides facing the unmodifiable facade, we planned construction meticulously to avoid impact.
Design Challenge: One challenge was maintaining openness while ensuring privacy in a compact space. We achieved this by strategically placing the reception desk and using a transparent glass door and window that balance visibility and discretion, offering a serene consultation experience. Another challenge was making the space discreet by day but a showcase at night. We used the building's perforated skin and wood display shelves to control visibility, allowing The Concierge to softly glow at night, drawing attention subtly.
Research: An in-depth study of minimalism in traditional Korean art and architecture influenced the concept of beauty of blank space, showing that simplicity enhances the perceived value of luxury products. This insight guided the use of blank space to highlight watches and jewelry. The concept of space within a space emphasized harmony with the surrounding environment, leading to the seamless integration of The Concierge with the gallery of Seoul Auction's lobby with carefully positioned artwork.
Inspiration: The design of The Concierge was inspired by creating a serene, sophisticated environment that reflects the values of Seoul Auction. We aimed for a space that showcases luxury items while enhancing the viewing experience through simplicity. The space within a space concept fosters intimacy, inviting visitors while maintaining privacy. Our research into minimalist architecture emphasized light and space, leading us to embrace the beauty of blank space to elevate the perception of luxury.
Project Duration: This project started in May 1 and finished in June 3, in Seoul, Korea.
Operation Flow: The large glass door and window create an open, inviting atmosphere, reducing psychological barrier to entry. Strategically positioned, the reception desk ensures privacy during consultations, offering comfort for high-end clients. This balance of openness and privacy enhances customer interaction. The layout guides visitors through a rhythmic sequence of display areas, encouraging exploration without overwhelming them.
Team Members: Designer: Hyunju Julia Lee
Image Credits: Photographer: Teo