All projects
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
