-무신사 스탠다드 스토어 [ LABOTORY ] Musinsa Standard Store

LABOTORY-Musinsa Standard Store

 

무신사 스탠다드 홍대는 4층으로 구성되어 있다. 지하 1층에서 2층과 그 사이 1.5층. 1층에서 시작해서 현재, 그리고 미래, 현재, 과거로 이어지는 순환은 시간의 서사로 표현된다. 특히 지하1층부터 지상2층까지 이어지는 미디어 타워는 2001년 스페이스 오디세이에 나온 스탠리 큐브릭 모노리스에 대한 오마주다. 또한 시간을 표한하기 위해 재료, 구조, 빛의 3가지 다지인 언어로 표현했다. 디자인 언어로 시간의 개념을 정의하고 무신사 스탠다드를 사용하여 시간이 지남에 따라 가치 있는 브랜드 아이덴티티를 고객에게 전달하고자 했다.

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We Labotory settled a tagline “Tear down the time - break down time” for Musinsa Standard, as it interprets the spatial concept of  timeless through past, present, and future in our own design language. Musinsa Standard Hongdae consists of 4 floors. The first basement floor to the second floor and the 1.5th floor in between. The  circulation that starts on the first floor and leads to the present (first floor), and the future (1.5 floor), the present (second floor), and the  first basement (past) is expressed as a narrative of the time.  

 

In particular, the media tower, which runs from the first basement to the second floor above ground, is a homage to Stanley Kubrick's  Monolith in 2001 Space Odyssey. Also, it was expressed in three design languages for expressing time. These are materials, structures,  and light. 

 

First, the change of the materials from rough touches to glossy metallic embodies the remnants of time change from the past, present,  and future on each floor. Second, overlapping and segmenting structures with large and small mass shows the dispersion of time and abstractly expresses the  connection between time through the structural shape of the stairs.  

 

Third, we represent light, an element that shows the passage of time physics, in various expressions. The filtering steel louvers and  fabrics layered on the ceiling express dreamy and ambiguous sensibilities, shown as present, directly projected light rising from the  bottom of the 1.5th floor, and expressed the past through light segments on the first basement floor.  

 

As such, Labotory defined the concept of time in our design language and expressed “Tear down the time, break down time” and tried  to convey a valuable timeless brand identity to customers using Musinsa Standard over time.

 

Photography by YongJoon Choi

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