Press Release
Hyunju Julia Lee Is Honored with the Bronze A' Design Award for Seoul Auction The Concierge Interior Design in Interior Space and Exhibition Design
Hyunju Julia Lee acknowledged 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 20, 2025 /DesignNewswire/ A' Design Award & Competition has announced that Seoul Auction The Concierge Interior Design by Hyunju Julia Lee, designed for Seoul Auction, has been granted the Bronze A' Design Award in the Interior Space and Exhibition Design category. The result belongs to the 2024 - 2025 A' Design Award & Competition and was reached 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.
About the Bronze A' Design Award
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
More About Seoul Auction The Concierge Interior Design
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.
About Hyunju Julia Lee
Julia Lee is the director of Fran&Co, an interior design firm located in Seoul, Korea. Born in Korea, Julia graduated from the California College of the Arts in San Francisco, where she immersed herself in a city that beautifully intertwines nature, architecture, and art. This vibrant environment deepened her understanding of how space influences daily life and allowed her to appreciate the transformative power of design. Fran&Co specializes in creating functional and sustainable spaces that cater to the diverse needs of clients across various sectors. Julia’s innovative design strategies focus on artistic expression, multisensory experiences, and human-centered design.
Award Record
This recognition makes Hyunju Julia Lee 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/164380
- A' Design Award Page: https://competition.adesignaward.com/164380
- Media Showcase: https://www.designnewsroom.com/!164380
- Laureate Profile: https://dezigners.org/d/359149
- Further Information from the Laureate: http://www.frannco.com
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
- Seoul Auction The Concierge Interior Design
- Function
- Interior Design
- Category
- Interior Space and Exhibition Design
- Discipline
- Spatial Design
- Industry
- Architecture and Packaging & Retail
- Colors
- Dark Gray, Tan, Dim Gray, Gray and Sienna
- Images
- 5
- Client
- Seoul Auction
The Recognition
- Laureate
- Hyunju Julia Lee
- Country
- Republic of Korea
- Recognition
- Bronze A' Design Award
- Edition
- 2024 - 2025
- Design ID
- #164380
Credits
- Image Credits
- Photographer: Teo
Design Details
- Unique Properties
- Located in Seoul Auction's lobby, The Concierge embodies minimalist architecture, seamlessly integrated with the white gallery. Designed as a space within a space, it balances openness and privacy with a large glass door and strategically placed artwork. Luxury products are showcased in rectangular boxes against all-white walls, emphasizing the beauty of blank space. This design highlights minimalist beauty, where every element serves a purpose and enhances the elegance of the space.
- Inspiration
- The design of The Concierge was inspired by creating a serene, sophisticated environment that reflects the values of Seoul Auction. We aimed for a space that showcases luxury items while enhancing the viewing experience through simplicity. The space within a space concept fosters intimacy, inviting visitors while maintaining privacy. Our research into minimalist architecture emphasized light and space, leading us to embrace the beauty of blank space to elevate the perception of luxury.
- Research
- An in-depth study of minimalism in traditional Korean art and architecture influenced the concept of beauty of blank space, showing that simplicity enhances the perceived value of luxury products. This insight guided the use of blank space to highlight watches and jewelry. The concept of space within a space emphasized harmony with the surrounding environment, leading to the seamless integration of The Concierge with the gallery of Seoul Auction's lobby with carefully positioned artwork.
- Challenge
- One challenge was maintaining openness while ensuring privacy in a compact space. We achieved this by strategically placing the reception desk and using a transparent glass door and window that balance visibility and discretion, offering a serene consultation experience. Another challenge was making the space discreet by day but a showcase at night. We used the building's perforated skin and wood display shelves to control visibility, allowing The Concierge to softly glow at night, drawing attention subtly.
- Realization and Technology
- The design required high-precision craftsmanship to achieve a minimalist aesthetic within the existing lobby. We used a seamless joint technique to integrate new walls with existing ones. Lacking an electrical floor box, we routed electric and fire lines from the ceiling along the existing column, seamlessly concealing them to preserve the minimalist design. Located at the lobby corner with two sides facing the unmodifiable facade, we planned construction meticulously to avoid impact.
- Operation and Interaction
- The large glass door and window create an open, inviting atmosphere, reducing psychological barrier to entry. Strategically positioned, the reception desk ensures privacy during consultations, offering comfort for high-end clients. This balance of openness and privacy enhances customer interaction. The layout guides visitors through a rhythmic sequence of display areas, encouraging exploration without overwhelming them.
- Project Duration and Location
- This project started in May 1 and finished in June 3, in Seoul, Korea.
- Specifications
- The Concierge is W4590mm x L5550mm x H3000mm, situated within a lobby with an overall height of 4300mm. To optimize the space, we integrated the lobby’s air circulation and air conditioning system using an exposed ceiling structure. This design not only ensures effective air flow but also enhances a sense of openness and continuity. As a result, the space feels more expansive and inviting, complementing the minimalist aesthetic.
- Keywords
- MinimalistInteriorDesign, RetailInteriorDesign
