FOR IMMEDIATE RELEASE

Minimalist "Space Within a Space" Concept Elevates Luxury Retail at Seoul Auction's Lobby

Seoul, Korea - June 2024 - "The Concierge," designed by Hyunju Julia Lee for Seoul Auction, has been awarded the Bronze A' Design Award in the Interior Space, Retail and Exhibition Design category for 2025. This accolade celebrates the project's inventive approach to luxury retail, where minimalist architecture and the concept of a "space within a space" create a tranquil yet sophisticated environment for showcasing high-end items. Located in the lobby of Seoul Auction, The Concierge seamlessly integrates with the gallery's all-white aesthetic, using blank space and strategic artwork placement to enhance the perception of luxury.

The design draws inspiration from traditional Korean minimalism and the philosophy that simplicity elevates value. Visitors are welcomed by a large glass door and expansive window, which foster openness while maintaining privacy for exclusive consultations. The layout guides guests through a rhythmic sequence of display areas, allowing for exploration without overwhelming the senses. Every element, from the floating shelves to the discreetly positioned reception desk, is meticulously crafted to balance visibility and discretion, ensuring a comfortable and inviting experience for high-end clientele.

Technical challenges were met with innovative solutions, such as integrating air circulation and electrical systems without disrupting the minimalist aesthetic. The exposed ceiling structure not only optimizes airflow but also enhances the sense of openness, making the compact space feel expansive. At night, The Concierge softly glows through the building's perforated façade, subtly drawing attention and transforming into a showcase for luxury watches and jewelry. This thoughtful design, realized through high-precision craftsmanship and careful research, sets a new standard for luxury retail environments in Korea and beyond.

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