Seoul Auction The Concierge Imyubakire y'Imbere by Hyunju Julia Lee

Seoul Auction The Concierge Imyubakire y'Imbere by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Imbere y'Inyubako Competition Category.

BuronzeImbere y'Inyubako· 2025

Seoul Auction The Concierge Imyubakire y'Imbere

by Hyunju Julia Lee

Client: Seoul Auction

Igihembo cya A' Design Award cya Buronze Winner in Imbere y'Inyubako Category

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The Design

About Seoul Auction The Concierge Imyubakire y'Imbere

The Concierge i Seoul Auction isubiramo ibisobanuro by'ubucuruzi bw'ubuntu binyuze mu gitekerezo cy'umwanya utoroshye mu mwanya. Imaze guhurizwa neza mu cyumba cy'akira kisa n'inzu y'ibyerekezo, itanga ibidukikije bituje kandi bikomeye aho ubworoshye bwongera uburambe bwo kureba. Umuryango munini w'ikirahure hamwe n'idirishya rinini bihuza gufungura no kwigumira, mu gihe ibihangano byashyizwe neza n'inkongoro zireremba ziyobora abashyitsi bucece. Mu kwemera ubwiza bw'umwanya utuze, The Concierge izamura imyumvire y'ubuntu, igatuma ibicuruzwa bigaragara cyane mu kibanza cyo hagati.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Seoul Auction The Concierge Imyubakire y'Imbere ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Seoul Auction The Concierge Imyubakire y'Imbere biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Seoul Auction The Concierge Imyubakire y'Imbere ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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