S Projects

2025

This project envisions a “Connective Monument”—a spatial symbol that links architecture with its urban surroundings, connects brand to customer, and creates seamless transitions between environments. Positioned in a context where high-end flagship stores and luxury brand headquarters are concentrated, the design responds with a visually iconic and sophisticated presence that reflects both prestige and originality.

From an urban perspective, the building acts as part of the cityscape, catching the public’s eye naturally while transforming in response to social events and seasons—offering a dynamic interaction between architecture and society. As a spatial connector, it retains design continuity with existing Samsung stores, reinforcing a unified brand identity while introducing a fresh experiential layer.

At the street level, the design emphasizes aesthetic presence and brand clarity. The front-scape is crafted to naturally draw customers inward, creating an inviting threshold that encourages participation and exploration. The building’s façade, composed of three dimensional modular elements inspired by star symbol, rotates and interlocks vertically and horizontally. This kinetic composition captures Samsung’s brand tone of Bold & Playful, turning the structure itself into an interactive and expressive statement of the brand’s future-forward vision.

Location : Gangnam, Seoul, Korea

Phase : Design Development

Type : Commercial Facade Renovation

Members :

Seojoo Lee, Hyojung Kim, Hyunjoo Kang (I.f)

Dongil Kim (I.f.CDL)