Seoul Auction The Concierge Disenyo ng Interior by Hyunju Julia Lee

Seoul Auction The Concierge Disenyo ng Interior by Hyunju Julia Lee is a highly esteemed winner of the very prestigious 2025 A' Design Award na Bronse in Disenyo ng Interyor na Espasyo at Eksibisyon Competition Category.

BronseInteryor· 2025

Seoul Auction The Concierge Disenyo ng Interior

by Hyunju Julia Lee

Client: Seoul Auction

A' Design Award na Bronse Winner in Interyor Category

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Verified Award Winner

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The Design

About Seoul Auction The Concierge Disenyo ng Interior

Ang The Concierge sa Seoul Auction ay muling tumutukoy sa marangyang retail sa pamamagitan ng minimalistikong espasyo sa loob ng konsepto ng espasyo. Walang putol na isinama sa lobby na kahawig ng galeriya, nag-aalok ito ng payapa at sopistikadong kapaligiran kung saan ang pagiging simple ay nagpapahusay sa karanasan ng pagtingin. Ang malaking pintong salamin at malawak na bintana ay nagbabalanse ng pagbubukas at diskresyon, habang ang maingat na inilagay na obra ng sining at lumulutang na mga istante ay banayad na gumagabay sa mga bisita. Sa pamamagitan ng pagtanggap sa kagandahan ng blangkong espasyo, ang The Concierge ay nagtataas ng pang-unawa sa karangyaan, na nagpapahintulot sa mga produkto na maging sentro ng atensyon.

The Recognition

About the A' Design Award na Bronse

Ang Seoul Auction The Concierge Disenyo ng Interior ay nagwagi ng A' Design Award na Bronse, isang lubhang prestihiyosong pagkilalang iginagawad sa mga natatanging disenyong nakikilala sa pagkamalikhain, katalinuhan at talas ng isip. Ang mga nagwagi ng Bronse ay mga likhang lubhang mahusay at kapansin-pansing malikhain na nagpapatunay sa malawak na karanasan, imahinasyon at pagkamaparaan ng kanilang mga tagapagdisenyo. Inaasahang ang Seoul Auction The Concierge Disenyo ng Interior ay isang lubos na pinahahalagahan, hinahangaan at minamahal na bagay na kapansin-pansing propesyonal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bronse ay nagsasama ng pinakamahuhusay na kasanayan sa sining, agham, disenyo at teknolohiya, at mahusay dahil sa pansin nito sa detalye. Ang Seoul Auction The Concierge Disenyo ng Interior ay kahanga-hangang tumutugon sa mga pangangailangan, humahaplos sa mga hangarin, bumibighani sa damdamin at umaakit sa pag-uusisa.

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