Musinsa Standard has gone through changes and challenges for its aim as a timeless brand. Starting from the Hongdae branch, its identity “ Tear down the time- break down time”, the brand tagline was designed with a horizontal concept for each floor as the present, future, and past through spatial language.

Furthermore, the concept Tear down the time- Eternity was set for the newly built Musinsa Standard Gangnam for the expansion of its unique identity.

This concept is reminiscent of a Möbius where the beginning and the end are connected. The concept of time was not only viewed in a horizontal direction but also its verticality beyond just the floors and through the walls boundlessly between the given space. We Labotory were able to reinterpret the different variations of senses of speed in space through spatial language.

In addition, structurization of the concept can be encountered from the first floor entrance by the vertical media tower. Starting from there, we interpreted the verticality and the horizontality of the concept throughout the lower floor by the axis of the long vertical media wall. We hope to deliver the identity of Musinsa Standard intuitively and make an impact.

In this way, Labotory hope the customers that use Musinsa Standard Gangnam to feel the movement and distortion of time through the sense of speed at each floor; to have shared and closely affiliated with the experience and time spent in the Möbius-like eternity of the space.

Labotory hope the exclusive image of the brand provide consumers to the unique experience of Musinsa Standard.