Seoul Auction The Concierge Famolavolana Anatiny by Hyunju Julia Lee

Seoul Auction The Concierge Famolavolana Anatiny by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 A' Design Award Varahina in Famolavolana Habaka Anatiny ary Fampisehoana Competition Category.

VarahinaAnatiny· 2025

Seoul Auction The Concierge Famolavolana Anatiny

by Hyunju Julia Lee

Client: Seoul Auction

A' Design Award Varahina Winner in Anatiny Category

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Verified Award Winner

Verify Award Status for #164380

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Seoul Auction The Concierge Famolavolana Anatiny

Ny The Concierge ao amin'ny Seoul Auction dia mamerina mamaritra ny fivarotana lafo vidy amin'ny alalan'ny hevitra momba ny toerana tsotra ao anatin'ny toerana iray. Ampidirina tsara ao amin'ny efitrano fandraisana mitovy amin'ny galeria, manome tontolo iainana tony sy be pitsarana izay ahatsoran'ny fahatsoran-javatra ny traikefa mijery. Ny varavarana fitaratra lehibe sy varavarankely midadasika dia mampifandanja ny fisokafana sy ny fahamalinana, raha toa kosa ny asa-kanto apetraka amim-pitandremana sy ny talantalana mitsinkafona dia mitarika amim-pahamalinana ny mpitsidika. Amin'ny fandraisana am-pitiavana ny hatsaran'ny toerana banga, ny The Concierge dia manangana ny fomba fijerin'ny haren-javatra, mamela ny vokatra hanjaka eo afovoan'ny sehatra.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Seoul Auction The Concierge Famolavolana Anatiny, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Seoul Auction The Concierge Famolavolana Anatiny. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Seoul Auction The Concierge Famolavolana Anatiny dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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