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Musinsa Standard Gangnam

Musinsa Standard Gangnam
Yongjoon Choi

Musinsa Standard Gangnam

Musinsa Standard has gone through changes and challenges for its aim as a timeless brand. Starting from the Hongdae branch, its identity " Tear down the time- break down time", the brand tagline was designed with a horizontal concept for each floor as the present, future, and past through spatial language.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

Furthermore, the concept Tear down the time- Eternity was set for the newly built Musinsa Standard Gangnam for the expansion of its unique identity.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

This concept is reminiscent of a Möbius where the beginning and the end are connected. The concept of time was not only viewed in a horizontal direction but also its verticality beyond just the floors and through the walls boundlessly between the given space. We Labotory were able to reinterpret the different variations of senses of speed in space through spatial language.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

In addition, structurization of the concept can be encountered from the first floor entrance by the vertical media tower. Starting from there, we interpreted the verticality and the horizontality of the concept throughout the lower floor by the axis of the long vertical media wall. We hope to deliver the identity of Musinsa Standard intuitively and make an impact.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

In this way, Labotory hope the customers that use Musinsa Standard Gangnam to feel the movement and distortion of time through the sense of speed at each floor; to have shared and closely affiliated with the experience and time spent in the Möbius-like eternity of the space.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

Labotory hope the exclusive image of the brand provide consumers to the unique experience of Musinsa Standard.

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

Team:

Space Design: LABOTORY

Direction: LABOTORY / Kimin Park, Jinho Jung

Design and audit: Seulgi Yoo, Jieun Song, Hyemi Kim, Youhwa Kim, Seungjong Noh

Photographer : Yongjoon Choi

photo_credit Yongjoon Choi
Yongjoon Choi
photo_credit Yongjoon Choi
Yongjoon Choi

Project credits

Space Design
Photographers

Project data

Designer
LABOTORY
Project Year
2022
Category
Shops
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