Seoul-based architectural design firm Betwin Space pushes the limits of spatial design by creating innovative environments that offer fresh perspectives on how we experience and interact with space.
This forward-thinking firm has made waves in the Korean architectural scene with its unique philosophy of exploring the hidden meanings within the boundaries of our lives.
Betwin Space’s approach to design transcends mere aesthetics, focusing on creating meaningful “space experiences” that challenge conventional notions of architecture and interior design.
In the following interview with Hwan-Woo Oh and Jung-Gon, we explore how Betwin Space navigates the rapidly evolving landscape of Korean design, blending traditional influences with contemporary needs.
From their perspective on the evolution of Korean architecture to strategies for material selection and client engagement, the conversation offers valuable insights into the world of Korean design and Betwin Space’s role in shaping it.
Betwin Space operates under the slogan “Design is about making invisible experience.” We believe that human behavior occurs within the context of the environment, and the environment influences human behavior. Offline spaces must satisfy the social and psychological characteristics and needs of users, along with the physical and social environment.
The trend in Korean interior design changes rapidly, and consumer behavior continues to evolve. By understanding the unchanging nature of the world and the constant behavior of humans, we can gain a deeper understanding of the world.
Focusing on these constants allows us to find and implement meaningful strategies for spaces that suit significant human behavior without being swayed by uncertain trends. This focus creates characteristics unique to large retail spaces in Korea, reflecting the nation’s identity. The effort to view existing elements anew creates creative space storytelling.
Korean designers have historically studied and taken an interest in Western architectural and art theories focused on growth. As a result, much of the Korean way of life and thinking has been Westernized, making it difficult to feel a strong sense of tradition in everyday life. However, the perspective of defining Korean identity through traditional elements varies among individual designers.
The identity of Korean design is evolving as it incorporates contemporary elements while recognizing the importance of national identity, particularly as K-culture gains global interest. While many may focus on direct forms such as Korean tiles and lattice patterns(muntin), these are only part of Korean architecture. I believe the distinctive feature of traditional Korean architecture is its relational aspect.
“The identity of Korean design is evolving as it incorporates contemporary elements while recognizing the importance of national identity, particularly as K-culture gains global interest.”
Embracing the shapes of nature and blending architecture with the natural environment expresses the beauty of Korea. In offline spaces, the focus has shifted from Western-centered goals and efficiency to creating stable, natural, relational spaces where consumers can experience everyday happiness.
This aligns with our tradition and represents the beauty of Korean design today.
Over the past few decades, the Korean architectural landscape has undergone significant changes in various aspects. These changes are driven by technological advancements, social demands, and cultural trends. Korea experienced rapid urbanization, leading to a sharp increase in high-rise buildings and apartment housing, resulting in higher urban density and vertical expansion.
“We observe customers’ unconscious behaviors closely and translate them into natural actions through spatial language.”
The Korean people’s characteristic openness to technology has recently enabled the incorporation of advanced technologies and the design of eco-friendly offices coexisting with robots, such as the interior design of Naver 1784.
Korea’s fast-paced trend changes and quick adaptation to new technologies create opportunities to design new types of spaces, making it an exciting era for designers.
Offline spaces have seen trends like the popularity of pop-ups and new types of department stores emphasizing rest and stay.
From a global perspective, Korea is an attractive market for experiencing new types of spaces, where foreign companies with scale and experience are entering. In this context, we must enhance our competitiveness.
Betwin Space maximizes the unique characteristics of materials in each project. Our office is located in Seongsu-dong, Seoul, an area previously dominated by light and heavy industrial factories. To create new forms, we researched various manufacturing processes of materials from nearby factories.
In our early projects, we focused on creating detailed spaces where the characteristics of the materials defined the space’s identity. We effectively convey each brand’s story through materials and design, clarifying the brand’s identity and enhancing the overall quality with details. These diverse experiences are also applied to the large complex spaces we currently work on.
A notable cultural trait of Koreans is the “ppalli ppalli” (hurry hurry) culture, leading to a decreased focus on spaces due to the proliferation of short-form content.
To transform the simple experience of purchasing goods into a discovery experience, we employ diverse storytelling strategies in layout and design, using various materials effectively. We observe customers’ unconscious behaviors closely and translate them into natural actions through spatial language.
Each project involves a continuous process of persuading numerous stakeholders. We proceed with design by empathizing with problem-solving based on needs and usage. For instance, our presentations always reflect the essence of the business, changes in consumer use scenarios, and interesting optimal concepts to solve all these issues.
Once the basic purpose of the project is accurately understood, the design process, even if subjective, can gain consensus. Betwin Space is currently well-recognized in Korea for department store and retail environment design. Our practical project experience builds trust with clients, allowing us to proceed with projects confidently.
As Korean designers, our successful layouts and spatial strategies that establish identity in the domestic distribution environment serve as strong competitive tools against foreign companies.
“By creating pop-ups in each zone, we encouraged customers to feel like they were continuously experiencing a changing space rather than perceiving the entire space at once.”
One example is The Hyundai Seoul, which is evaluated as creating a new type of department store. We designed the young contemporary floor on the B2 level during the COVID-19 era when brands were hesitant to enter department stores.
We pre-designed all the island areas and then recruited brands. The vast area of B2 was divided into four zones (Iconic Square, Central Lounge, Play District, Art District) to create distinct spatial characters within each zone. We implemented an omnibus land strategy, making the act of purchasing goods feel like a discovery.
“Traditional department stores had low islands for visibility, but Betwin Space designed higher islands and various box store design guides to satisfy sophisticated Korean consumers.”
By creating pop-ups in each zone, we encouraged customers to feel like they were continuously experiencing a changing space rather than perceiving the entire space at once.
Traditional department stores had low islands for visibility, but Betwin Space designed higher islands and various box store design guides to satisfy sophisticated Korean consumers.
This strategy facilitated natural customer flow and was positively evaluated for enhancing the shopping experience. Finally, the Central Lounge space, which extended the brand area to the finishes of the common area, allowed customers to experience a calm, low-light environment like a hotel lounge by grouping related brands together.
This innovative approach to shopping space has been positively received by consumers, who appreciate the new type of department store it has created. As a result, The Hyundai Seoul continues to attract many visitors.
