Seoul Auction The Concierge Naqshadaynta Gudaha by Hyunju Julia Lee

Seoul Auction The Concierge Naqshadaynta Gudaha by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Qolalka Gudaha iyo Bandhigyada Competition Category.

NaxaasGudaha· 2025

Seoul Auction The Concierge Naqshadaynta Gudaha

by Hyunju Julia Lee

Client: Seoul Auction

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Gudaha Category

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The Design

About Seoul Auction The Concierge Naqshadaynta Gudaha

The Concierge ee Seoul Auction waxay dib u qeexaysaa iibinta raaxada leh iyadoo adeegsaneysa fikradda meel ku jirta meel oo fudud. Si habsami leh ayaa loogu dhex daray hoolka u eg balwadda farshaxanka, waxayna bixisaa jawi xasilloon oo casri ah oo ay ku fududaato daawashada. Albaabka weyn ee muraayadda ah iyo daaqadda ballaaran ayaa isku dheellitiraya furitaanka iyo qarsoodi-ilaalinta, halka farshaxanka si taxadar leh loo dhigay iyo khaanadaha dabbaasha ah ay si tartiib ah u hagaan booqashooyinka. Iyada oo la qaatay quruxda meesha bannaan, The Concierge waxay kor u qaadaysaa dareemka raaxada, taasoo u ogolaaneysa alaabta inay bartamaha qaadato.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Seoul Auction The Concierge Naqshadaynta Gudaha waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Seoul Auction The Concierge Naqshadaynta Gudaha waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Seoul Auction The Concierge Naqshadaynta Gudaha si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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