Press Release
21 Gram Co.Ltd. Receives the Silver A' Design Award for Lusso Cafe in Interior Space and Exhibition Design
21 Gram Co.Ltd. recognized for interior space and exhibition design by the international grand jury of the 2024 - 2025 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 21, 2025 /DesignNewswire/ A' Design Award & Competition has announced that Lusso Cafe by 21 Gram Co.Ltd., designed for 21Gram, has been granted the Silver A' Design Award in the Interior Space and Exhibition Design category. The recognition forms part of the 2024 - 2025 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
What the Silver A' Design Award Means
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
About Lusso Cafe
Lusso is a cafe interior located in the skyscraper district of Seoul, Korea. The design combines natural materials with modern urban elements. Stone, brick, wood and steel form the main finishes, and these materials gain unique hues as they age and are touched by human hands. Small gardens are placed between the seating areas to offer a visual pause from city life. Curved partitions of bent steel are covered with fabric that softly diffuses light. Wooden louvers on the facade and the counter recall Eastern lattice work. The total area is 230 square meters.
About 21 Gram Co.Ltd.
Design can be defined as a culture that goes beyond the pursuit of external beauty, a concept that is not unfamiliar, as it is something many people discuss and resonate with. For 21gram, design is not defined by temporal divisions such as past or present, but by the historical discoveries and humanistic records embedded in places and cultures. 21gram is a design group made up of individuals with diverse personalities, all of whom are more interested in the culture experienced through the senses than in the form or concept of objects, evolving through opinions and discussions. Design is the process and result of the intersection of our perspectives and aesthetic opinions.
Award Record
This recognition makes 21 Gram Co.Ltd. a winner of 1 A' Design Award.
About the A' Interior Space, Retail and Exhibition Design Award
The A' Interior Design Award is an international interior design competition recognizing good interior designs by interior designers and architects worldwide. It is organized within the A' Design Award & Competition and is open to interior designers, interior architects, architects and decorators from all countries. Typical entries include residential interiors, restaurants, hotels, offices, galleries and retail stores. The awarded interior designs are published at https://dezigners.org/design-category/interior
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/163813
- A' Design Award Page: https://competition.adesignaward.com/163813
- Media Showcase: https://www.designnewsroom.com/!163813
- Laureate Profile: https://dezigners.org/d/358280
- Further Information from the Laureate: https://www.21-gram.kr/
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Lusso Cafe
- Function
- Cafe
- Category
- Interior Space and Exhibition Design
- Discipline
- Spatial Design
- Industry
- Architecture and Packaging & Retail
- Colors
- Rosy Brown, Saddle Brown, Dark Olive Green, Maroon and Dim Gray
- Images
- 5
- Client
- 21Gram
The Recognition
- Laureate
- 21 Gram Co,.Ltd.
- Country
- Republic of Korea
- Recognition
- Silver A' Design Award
- Edition
- 2024 - 2025
- Design ID
- #163813
Credits
- Team
- Seung-man Lee and Se-been Choi
- Image Credits
- 5: Photographer Sun-hyeok Jang, 2024
Design Details
- Unique Properties
- In the heart of Seoul's skyscraper district, Cafe Lusso offers a serene escape with a cup of coffee, made possible by its natural materials and design. Small gardens scattered among the seating areas allow weary eyes and minds from city life to pause for a while. The natural materials used in the finishes develop unique hues over time, and as they are touched by human hands, they gracefully reflect the passage of time in their own distinctive ways.
- Inspiration
- The name "Lusso" is inspired by Jean-Jacques Rousseau, the French Romantic philosopher and coffee enthusiast known for his quest for awakening and change. Lusso seeks to avoid excessive modernity and urbanity, aiming instead to offer a natural and comfortable atmosphere. Time changes many things, adding depth to materials. While some changes can degrade and render objects unusable, others deepen over time, enhancing their richness and character.
- Research
- Cafe Lusso, inspired by the name of French Romantic philosopher Jean-Jacques Rousseau, seeks to differentiate coffee and its culture through its spatial design. Situated in the modern and urban environment of Sangam-dong, Seoul, Lusso aims to provide natural relaxation and tranquility. By offering a relaxed and warm space, Lusso intends to redefine the meaning of coffee for busy urban dwellers. The Rousseau Sangam Project strives for de-urbanization amidst the buildings of Sangam-dong, creating a space that contrasts with the urban environment.
- Challenge
- In addressing technical challenges, we drew inspiration from the traditional Korean village entrance, specifically the Zelkova tree that always provided cool and comfortable shade. This concept influenced the design of curved partitions and indoor gardens. The curved partitions, a small but distinctive feature of Lusso, were crafted by bending steel to create a frame covered with fabric that softly diffuses light. Designing this involved meticulous planning, especially considering the need to fit the fabric over the steel frame without seams. For the indoor garden, considerable time was spent selecting landscaping plants that are easy to maintain indoors and complement the space.
- Realization and Technology
- Lusso's challenge was to harmonize Eastern moods with modernity. The goal was to blend natural elements and Eastern sensibilities within a contemporary urban setting to create a unique space. The design of Lusso uses wood and stone to convey an Eastern and nature-friendly atmosphere, while the small gardens offer a modern reinterpretation of traditional Eastern gardens. Meanwhile, metal and sleek designs maintain a connection to the urban environment. By carefully balancing these elements, Lusso provides customers with both natural tranquility and modern sophistication, creating a comfortable retreat even amidst the cityscape.
- Operation and Interaction
- Lusso aims to meet the demands of consumers seeking natural relaxation and comfort even in modern, urban environments, creating a distinction from competitors through its space design and philosophy. Harmony of Nature and Modernity: Lusso creates a unique space by harmonizing modernity with natural elements. This strategic approach provides customers with a comfortable experience and reflects a commitment to sustainability through the use of eco-friendly materials. Interaction between Space and Customers: Lusso's space design fosters an environment where customers can naturally converse and connect.
- Project Duration and Location
- Cafe Lusso is located in Mapo-gu, Seoul, Korea. The project started in December 2023, and the interior work was completed in March 2024. The cafe has been operational since the construction was finished.
- Specifications
- Whole area 230 square meters, barista counter 15.5 square meters, kitchen 20 square meters, storage 13 square meters, office 7.5 square meters, cafe 174 square meters, greenery 26 square meters.
- Keywords
- Korea, Seoul, cafe, interior, coffee, wood, courtyard, oriental, 21gram, commercial, space
