Seoul Auction The Concierge Nhazi Ime Ụlọ by Hyunju Julia Lee

Seoul Auction The Concierge Nhazi Ime Ụlọ by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 Ihe Nrite A' Design Award nke Bronz in Nhazi Ime Ụlọ na Ngosipụta Competition Category.

BronzIme Ụlọ· 2025

Seoul Auction The Concierge Nhazi Ime Ụlọ

by Hyunju Julia Lee

Client: Seoul Auction

Ihe Nrite A' Design Award nke Bronz Winner in Ime Ụlọ Category

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The Design

About Seoul Auction The Concierge Nhazi Ime Ụlọ

The Concierge dị na Seoul Auction na-akọwapụta ire ahịa okomoko n'ụzọ ọhụrụ site na echiche oghere minimalist n'ime oghere. E jikọtara ya n'ụzọ zuru oke n'ime ọnụ ụzọ mbata yiri gallery, ọ na-enye gburugburu dị jụụ ma sie ike ebe ịdị mfe na-eme ka ahụmịhe nlele dịkwuo mma. Nnukwu ọnụ ụzọ enyo na windo sara mbara na-emekọ imeghe na nzuzo, ebe ọrụ nka edoziri nke ọma na shelf ndị na-efe efe na-eduzi ndị ọbịa nwayọọ nwayọọ. Site n'ịnakwere ịma mma nke oghere efu, The Concierge na-ebuli echiche nke okomoko, na-enye ohere ka ngwaahịa ahụ guzoro n'ọnọdụ etiti.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Seoul Auction The Concierge Nhazi Ime Ụlọ meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Seoul Auction The Concierge Nhazi Ime Ụlọ ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Seoul Auction The Concierge Nhazi Ime Ụlọ na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

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