XYZ Formula, Seoul

Designed by: WGNB
For client: XYZ Floor area: 45.00 M² Year of completion: 2017
Submitted for: Best Use of Colour


Public Score
6.39
6.38 Function
6.41 Innovation
6.39 Creativity
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© Yongjoon Choi

The interior view of flagship store.

About the Project

Inflow into foreign space inevitably incites desires for attraction and excitement. It may be something similar to curiosity. Just like the beginning of writing or the first scene in a film, space may have the attraction that keenly draws people’s attention and stirs their senses from its first impression.
The sense of rhythm and vitality of the XYZ Formula’s facade are said to come from the concept of ‘See-through’, came from the brand image. As the connection between the product image and spatial atmosphere cannot be ignored, XYZ Formula - the representing image of which is moisture products – was designed with the storytelling of ‘Permeate’. The facade, inciting the compelling interest using punching plates, has illustrated a series of processes of ‘Permeate’ along with its function of absorbing natural light.

What’s unique about it

The storytelling's keyword “Permeate” is used not only the façade design, but also the interior color. Design worth special note is gradation of purple and orange connected linearly and related colors being transparently adorned in each corner of space, causing a brilliant linkage with the goal of the brand. Space of XYZ Formula has been represented based on the gradation of its colors ranging from purple to orange in a bid to highlight rhythmical, vitality and gorgeous spatial atmosphere. This has significant and sufficient implications as space visualizing diverse images and stories coming from dimmed border of colors.

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The central showcase is a minimal and clean box composed of color gradation.

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The view of see-through façade at night.

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The strong color variation came from one concept story is discovered all over the space.

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Colored mirror and wall mounted shelves.

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Gradation of two colors, which are XYZ brand color orange and purple, also has ‘Permeate’ as motif.

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The central showcase of XYZ products.

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View of façade.

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Through the material of façade, punching metal plate, natural light permeate the whole building.

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