In partnership with
Perfumer H Seoul
Chak Chak Studio
Seoul, Korea
Defining the spatial identity of an overseas brand that deals with delicate fragrances is a profound challenge. In this project, we turned to the philosophy of 'Daegang (大綱)'. While often used in modern Korean to mean ‘roughly’ or ‘in general,’ the chinese characters tell a deeper story: 大 (Great) and 綱 (The Main Stay/Head-rope of a Net). A 'Byuri' (the native Korean word for Gang) refers to the central cord where all the lines of a net converge—the starting point of its structure. Symbolically, it signifies the overarching principles or the fundamental essence of an object. In design, once the 'Byuri'—the primary direction and its key branches—is established, the process flows without distruption. However, that flow must be sustained by unwavering sincerity.
The site for Perfumer H Seoul was no exception. The original structure was a 50-year-old dilapidated masonry building… see more here
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