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It's Magic

Design Danaham

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A space for cooking class where visitors can cook unique foods and experience culture of various countries of the world - ‘Experience’ section
it's magic located in Gil-dong, Seoul - it's magic
Under the concept of “Vital Streaming Platform” in line with the philosophy of “healthy happiness”, program zones of it’s magic that is composed of invitation, encounter, sharing, and experience are connected together like a trail bridging people to others, space, and brand while serving as a place where visitors can experience a new lifestyle - it's magic
A space for cooking class where visitors can cook unique foods and experience culture of various countries of the world - ‘Experience’ section

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Material
5.99
6.24
5.92
5.80
5.99
Tarik Al Zaharna
Tarik Al Zaharna Founder and Director at T.ZED Architects
4
4
6
6
5
Ye Hui
Ye Hui Founder & Design Director at JG Phoenix
8
6
4
7
6.25
Pauline Roussel
Pauline Roussel Cofounder and CEO at Coworkies
Thanks Design Danaham for submittin...
7
6
6
7
6.5
Jewy Liang
Jewy Liang CEO at CION
5
6
5
5
5.25
Mario Brown
Mario Brown Design Director at Landor&Fitch
7
7
7
5
6.5
Emma Morley
Emma Morley Founder and Creative Director at Trifle*
6
6
5
5
5.5
Federica Pellazza
Federica Pellazza Retail Designer at Federica Pellazza
5
5
5
5
5
Winai Chairakpong
Winai Chairakpong Principal at b | u | g studio
Nice colour scheme through out the...
4.5
6.5
5.5
5
5.38
Lucas G Martin
Lucas G Martin Global Creative Director at Flex by JLL
6.95
6.88
6.88
5
6.43
Aviva Maya Shulem
Aviva Maya Shulem Founder / part-time faculty at AMS Design / Parsons School of Design
I think it is a great concept, and...
7.11
7.76
7.55
6.77
7.3
Wenchian Shi
Wenchian Shi Architect, Urbanist and Partner/Studio Director at MVRDV/MVRDV Asia
7.93
7.21
6.74
6.4
7.07
Javier Deferrari
Javier Deferrari Cofounder and Director at Deferrari+Modesti
Welcoming and functional, however,...
5
7
6
6.5
6.13
Elisa Pardini
Elisa Pardini Director at Pardini Hall Architecture
i really like the concept and the i...
5.17
6.19
6.29
6.92
6.14
Gokhan Avcioglu
Gokhan Avcioglu Principal and Founder at Global Architecture Development
6.17
6.31
5.81
6.45
6.19
Björn Asmussen
Björn Asmussen Director and Executive Architect at 3Deluxe
5.02
5.81
6.1
4.02
5.24
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
5.37
5.57
5.60
5.45
5.5
Tarik Al Zaharna
Tarik Al Zaharna Founder and Director at T.ZED Architects
5
4
4
6
4.75
Elisa Pardini
Elisa Pardini Director at Pardini Hall Architecture
4
5
4
5
4.5
Ye Hui
Ye Hui Founder & Design Director at JG Phoenix
5
5
5
6
5.25
Pauline Roussel
Pauline Roussel Cofounder and CEO at Coworkies
What seems to lack on the visuals y...
6
5
6
7
6
Mario Brown
Mario Brown Design Director at Landor&Fitch
The journey through greenery with n...
7
6
6
5
6
Emma Morley
Emma Morley Founder and Creative Director at Trifle*
5
6
6
5
5.5
Federica Pellazza
Federica Pellazza Retail Designer at Federica Pellazza
I appreciate the idea of "experienc...
5
5
5
5
5
Winai Chairakpong
Winai Chairakpong Principal at b | u | g studio
5.5
6.5
5.5
5.5
5.75
Lucas G Martin
Lucas G Martin Global Creative Director at Flex by JLL
4.6
4.1
4.24
4.02
4.24
Wenchian Shi
Wenchian Shi Architect, Urbanist and Partner/Studio Director at MVRDV/MVRDV Asia
5
7.02
7.88
6.45
6.59
Aviva Maya Shulem
Aviva Maya Shulem Founder / part-time faculty at AMS Design / Parsons School of Design
6.55
7.29
6.81
6.34
6.75
Javier Deferrari
Javier Deferrari Cofounder and Director at Deferrari+Modesti
5
6
6
6
5.75
Gokhan Avcioglu
Gokhan Avcioglu Principal and Founder at Global Architecture Development
6.02
5
5.88
5
5.48
Björn Asmussen
Björn Asmussen Director and Executive Architect at 3Deluxe
5.52
6.1
6.02
4.02
5.42
Client
SK magic
Floor area
645 ㎡
Completion
2021
Design director

Redefinition of brand shop: A place where customers encounter brand products naturally while moving around “Vital Streaming Platform” it’s magic is the first brand shop of SK magic. We redefined the meaning of brand shop.

 Unlike conventional showrooms where products were simply displayed, it was designed to allow customers to experience the products of SK magic unconsciously as they were looking around the space. Kitchen and environmental appliances are the main items of SK magic. 

JIKSOO water purifier, induction that maintains the temperature tailored to each type of cooking, air purifier displaying indoor air quality are all the outcomes of the company’s technological advances, helping people live better and simpler lives by reducing the inconveniences. Water, air, and supply of energy for cooking handled by the products are essential elements for humans. 

Based on this, we decided to select the word ‘vital’ that refers to ‘absolutely necessary for continued existence of life, full of energy’ as the concept keyword. We wanted our customers to experience a healthy lifestyle and provide them with a venue for solidarity to share their experience with others, so that they can recognize the brand value naturally within it’s magic. 

Thus, we transformed the space with customer centric experience to be extended into one that focuses on creating the best experience for friends, family, and local communities. To promote the user experience further, we have developed various programs including cooking studio, shared kitchen (Gil-dong kitchen) using our products such as induction, water purifier, etc., so that people can share their experience and constantly unite together in the brand shop.

 it’s magic, the brand shop of SK magic, is a place where the customers can take the lead in the customer-brand relationship. Sections composed of multiple programs such as cooking studio and shared kitchen using the products of SK magic including induction, water purifier, and others are connected together under the theme of ‘trail’ with curves and difference of levels under the concept of ‘Vital Streaming Platform’ accordingly so that customers can experience the products naturally as they move along the trail. 

Unlike ordinary showrooms or brand shops, there is no information desk in it’s magic as we hoped that customers to go along the curved road, visit anywhere they want, and participate in various experience programs.