MUI BLACK is a brand that showcases high-quality cashmere-based clothing and aims to balance delicate design, soft and warm materials, and practicality and luxury. To experience this mood of MUI BLACK naturally in the space, we propose the concept of "Invitation to the Room of Silent Winter" and capture MUI BLACK’s unique atmosphere in all elements of the brand's sensibility, including space design, VMD, prop production, visual design, and catering.

Conte de Tulear in Dosan-daero, Gangnam, where the pop-up was held, was a space with distinct personality before, so it was newly finished with a deep burgundy-colored carpet to create a calm and warm atmosphere that matches the winter mood.

At the entrance, a Korean paper barrisol light was installed to complete the first impression with subtle light spreading. Through the natural texture and soft light unique to Korean paper, it visually conveyed the brand message of 'Winter' and naturally drew attention.

In addition, the knit texture, which is MUI BLACK’s signature, was expanded to objects throughout the space. Through VMD props made by wrapping tableware and cutlery with knitwear, it was visualized as a sensory element of touch. It acted as a device that could directly experience the sensibility that the brand was aiming for.

In the main space, a wooden angular frame structure emphasized straight beauty was created as a hanger to sensibly display the product. It is designed to function as a signature of the brand and a central element of space by applying a structural design rather than a typical furniture hanger. A white fabric canopy was added to the upper part of the frame to complete visual balance and warmth with an organic curved beauty that contrasts with the straight structure of the wood.

DP hangers and full-body mirrors are also made of wood to unify the tone and manner of the entire space, and the display of knitwear harmonizes with the warm texture of wood to further emphasize the luxuriousness of the product.