Most may understandably associate Seoul’s CBD with Psy’s 2012 smash hit Gangnam Style, where ASEM Tower acts as backdrop in the accompanying record-shattering music video. Open in 2000, one of the building’s anchor tenants is L’oréal. The Paris-headquartered beauty giant occupies 5,382 sqm across floors 31 through 33 with zero wish to relocate. Yet it needed refreshed premises to reflect its evolving business while underscoring its core values of collaboration and sustainability within brand-infused surrounds for approximately 500 people.
Hong Kong-headquartered M Moser Associates has designed L’oréal’s premises for more than two decades; its Shanghai studio won the tender for L’oréal Seoul during the pandemic. It was serendipity that lead designer Jane Choi was residing in her hometown during the bid, allowing for face-to-face presentations with L’oréal decision makers. “Although the company’s senior management and stakeholders are predominantly French, it owns many international brands,” explains Choi. “We could not push French elements — especially not in its Asian offices. Instead, we helped incorporate contemporary interpretations of traditional Korean aesthetics into the renovated offices. Spaces adhered to global guidelines while exuding local elements.”
colour code
This story is from the Issue 132 edition of d+a.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Issue 132 edition of d+a.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Modern Family Retreat
This four-storey home in Singapore’s Paya Lebar neighbourhood boasts a brick interior for warmth and cosiness and private spaces for quiet relaxation.
The Beauty Of Unpredictability
Bocci’s founder and creative director Omer Arbel pushes the boundaries of design through experimentation, research and collaboration.
opulent living
Etro Home Interiors and Gianfranco Ferré Home launch new collections where classic meets contemporary
thirty years of transformative design
Mr Philippe Starck along with 80 designers from Asia were invited to celebrate the 30th Anniversary of AXOR x Philippe Starck in Shanghai in March 2024.
back to the future
Highlights of Singapore designers’ showcase at Milan Design Week’s Future Impact 2.
intuitive matters
Banyan Group founder and executive chairman KP Ho tells us about his vision for new eco-friendly projects.
alpine sanctuary
Patricia Urquiola’s design approach brings the natural beauty of Andermatt into House Maya’s living spaces and aligns with its broader commitment to sustainability and responsible design.
true beauty
M Moser Associates injects unique Gangnam styling into the fully refurbished offices for beauty giant L'oréal in Seoul.
undivided duality
Slicing through a sedate suburban hollow is a multigenerational home of sharp, intrepid architecture.
different strokes
In this house designed by Makk Architects, the barrel vault, commonly associated with medieval structures, is tested on the domestic dwelling.