SEOUL DESIGN AWARD

The Samsonite Lotte Main Branch L-project is a retail space project that integrates circular design, upcycling, and elements of Korean traditional culture with brand experience. Rather than communicating sustainability as a separate message, it was designed so that customers can naturally experience it in the process of exploring and lingering in the store by utilizing products and materials as part of the space.

The brand's signature product, luggage, was reinterpreted beyond simply displayed merchandise into a sculptural element composing the space. In particular, luggage was utilized in elements such as the pagoda-shaped lighting of the Lotus Garden, giving existing products new uses and value. Upcycling elements of existing products and materials were also applied to the Sustainability Design Wall so that the meaning of resource circulation naturally reveals itself within the space.

Korean traditional culture was also utilized as a major element of spatial design. Forms derived from traditional architectural rafters and patterns, fabric lotus flowers, and paper fans were reinterpreted in a contemporary way, connecting Samsonite's global brand image with Korea's cultural characteristics. The Lotus Garden, pagoda lighting, and Sustainability Design Wall do not merely stay as decorative elements, but are structured to invite customers to explore, discover, and linger in the space.

The Samsonite Lotte Main Branch L-project utilizes luggage and existing materials as new spatial elements, combining them with Korea's cultural characteristics to showcase a new utilization method leading from 'Product → Space → Experience'. It naturally melts product reuse and circular design into the store experience, proposing a retail design that simultaneously embodies sustainability and the brand's differentiated spatial experience.