Interview about Seoul Auction The Concierge Interior Design, winner of the A' Interior Space, Retail and Exhibition Design Award 2025
The Concierge at Seoul Auction redefines luxury retail through a minimalist space within a space concept. Seamlessly integrated into the gallery like lobby, it offers a serene, sophisticated environment where simplicity enhances the viewing experience. A large glass door and expansive window balance openness and discretion, while carefully placed artwork and floating shelves subtly guide visitors. By embracing the beauty of blank space, The Concierge elevates the perception of luxury, allowing the products to take center stage.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsAt the beginning of the project, one of our core challenges was achieving both openness and privacy in a compact area located within a public lobby. We wanted the space to feel welcoming without exposing visitors to the gaze of passersby. This led to a question: how could transparency create intimacy?By strategically placing the reception desk perpendicular to the main glass opening, we allowed visibility into the space without sacrificing discretion during private consultations. The large glass door and window were not only formal gestures of transparency, but psychological tools to lower the threshold of entry. Throughout development, we refined the spatial layout to ensure that every line of sight was intentional. The result is a space that feels both open and serene, yet private and exclusive.
The inspiration behind the ‘space within a space’ concept came from observing how Seoul Auction’s lobby already functioned as a curated, gallery-like environment. We wanted The Concierge to exist quietly within it, like a carefully placed object in a larger composition.This architectural approach called for a restrained material palette. We selected matte white finishes to reflect the gallery’s minimal aesthetic, along with subdued textures such as pale wood, light beige leather, vertically grooved ceramic tiles, and soft beige carpet. These materials were chosen to recede rather than compete with the surrounding artworks. Even the smallest details, like minimal hardware and handles, were curated to preserve the purity of form.
Yes, the absence of an electrical floor box in the existing lobby significantly influenced our design strategy. Instead of compromising the clean flooring, we embraced a ceiling-based solution. Electrical and fire safety lines were routed from above and concealed along the column, seamlessly integrated within the minimal architectural form. This necessity ultimately reinforced our minimalist direction.
From the outset, we envisioned The Concierge not as a static space but as one that shifts character over time. During the day, it remains discreet and almost invisible from the outside. But at night, we wanted it to become a glowing jewel within the darker gallery lobby.This transformation is made possible by the interplay between the building’s perforated skin and the wooden display shelves inside. By carefully layering materials and adjusting the lighting, we created a screen-like effect: at night, the displayed objects are softly revealed through the textured facade and the warm shelving inside.
Traditional Korean aesthetics value the concept of ‘beauty of blank space’, the elegance found in what is left unsaid or untouched. This idea shaped how we treated blank space within The Concierge. Rather than filling every surface, we allowed emptiness to speak for itself, creating quiet tension and elegance.We were also inspired by the traditional notion of ‘borrowed scenery’, often seen in Korean architecture where windows are carefully placed to frame specific views. In our design, we applied this principle by positioning a window to frame the building’s existing art wall, transforming a functional opening into a moment of contemplation.
Working within such defined dimensions required every millimeter to be intentional. One of our key strategies was to expose the ceiling structure, which extended the perceived height and brought a sense of airiness to the compact volume. This helped the space feel more expansive and serene, aligning with the minimalist vision.We also avoided internal partitions or visual clutter, allowing the spatial flow to remain uninterrupted and open.
Rather than follow a linear layout, we developed a spatial rhythm that mirrors how one naturally explores art—pause, observe, continue. The various sizes of display boxes are strategically spaced to create moments of discovery. As customers enter, their movement is gently guided to various display points, allowing them to experience each item in isolation.This rhythm not only enhances the sense of luxury, but also gives each object room to breathe, elevating the overall experience into something more contemplative and refined.
Blank space is not absence, it is presence. In high-end retail, over-design can easily dilute the perceived value of a product. By embracing white walls and gentle expressions, we create a psychological atmosphere of calm and exclusivity. Each item stands alone, not in competition with others.This spatial silence gives customers room to connect with what they see. It suggests that what is shown is rare, refined, and truly deserves one’s attention.
When working within an existing building, we often design around existing infrastructure. In this case, rather than constructing a new air circulation system, we chose to utilize the existing lobby’s system through an open ceiling.The result is a ceiling that breathes, both literally and visually, contributing to the open and gallery-like atmosphere while ensuring comfort for visitors. The exposed ceiling structure became a quiet design feature, seamlessly aligning with our minimalist vision.
Minimalism can be luxurious. Our design approach embraced the ‘beauty of blank space’ as a tool to elevate perception of luxury. I believe The Concierge signals a shift in how we define luxury in retail: not through excess, but through precision, atmosphere, and emotional resonance. This project demonstrates that small spaces can evoke grandeur, and that quiet design, when guided by intention, can be powerful.Because the walls are intentionally kept white and unobtrusive, certain areas—such as the display boxes—can be transformed into exhibition zones using graphic films. This flexible layer allows curated displays to emerge without altering the core architecture, enriching the dynamic dialogue between art and retail.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
