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Case Study

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The Transcendence of Time

Eterno Gallery

Client CND Planning
Location Seoul
Year2024
Size400 sqm
Industry Retail, Showroom
Reading Time 4 m
Context

Mission

The showroom of ETERNO Apgujeong showcases a luxurious apartment designed by Pritzker Laureate Rafael Moneo, continuing the ETERNO brand’s legacy of exclusive, high-end real estate in Seoul.

Task

ETERNO Apgujeong marks the next chapter of Seoul’s luxury real estate – designed by renowned architect Rafael Moneo. Our challenge: to create a showroom that goes beyond showing floorplans. A space that brings the project to life emotionally and makes the ETERNO brand values tangible – designed for a highly curated group of VIP visitors in one of the most exclusive districts of the city.

Idea

The ETERNO Gallery is not a typical sales gallery, but a curated experience space. Each room tells part of the ETERNO story – from architectural intent to cultural context. Inspired by Ancient Greek ideals of timelessness, reinterpreted through Moneo’s architectural lens, the narrative unfolds through classical motifs and hourglass-inspired spatial design. The result is not just information, but an emotional and aesthetic journey into the essence of the project.

Solution

Visitors are guided through a series of immersive spaces that blend architecture, brand, and emotion. A media-driven brand introduction. An interactive salon with Moneo’s design inspirations. An immersive atrium showcasing the full model and architectural vision. Classical elements and hourglass motifs subtly echo the timeless ideals of Ancient Greece. Every moment is choreographed – through light, sound, and visuals. The result: a unique experience that makes the essence of ETERNO Apgujeong both tangible and unforgettable.

Credits

Experience and concept design

vavestudio

Creative Director

Tobias Geisler

Dustin Stupp

Project Coordinator

Phil Püschel

Concept Design

Dustin Stupp

Content Planner

Whan Lee

Space Design

Matthias Sütterlin

Communication Design

Soorim Kim

Technical Director

Phil Püschel

Digital Content Manager & Production

madhat GmbH

Construction

ArchiNOVA

Photographer

Kyung Roh

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