We have set a tagline of "Tear down the time" for Musinsa Standard, which aims for a timeless, interpreting the concept of time in space as our own design language. Musinsa Standard Hongdae is comprised of 4 floors, including the first basement floor to the second floor, and the 1.5th floor in between. The circulation that starts on the first floor and leads to the present (first floor), the future (1.5th floor), the present (second floor), and the first basement (past) is expressed as a narrative of time. 

In particular, the media tower, which runs from the first basement floor to the second floor above ground, is reminiscent of Stanley Kubrick's Monolith in 2001 Space Odyssey. Also, it was expressed in three design languages in expressing time. These are materials, structures, and light. First of all, as the passage of time continued through the past to the present and the future, it changed from rough touch materials with traces of the past to glossy and metallic materials, changing the expression of time on each floor. 

Second, it shows the dispersion of time by overlapping and segmenting structures with large and small mass, and abstractly expresses the connection between times through the structural shape of the stairs. Third, we represent light, an element that shows the passage of time, in various expressions. The filtering of steel louvers and fabrics layered on the ceiling expressed dreamy and ambiguous sensibilities, showed the present, directly projected light rising from the bottom of the 1.5th floor, and expressed the past through light segments on the first basement floor. 

As such, Labotory interpreted the concept of time in our design language and expressed "Tear down the time, break down time" and tried to convey a valuable timeless brand identity to customers using Musinsa Standard over time.