yinjispace

INTERIOR
Oftn Studio
PHOTOGRAPHY
Yongjun Choi
EDITOR
Gina
Collection

The iloom I-PARK The River Project is located on the first floor of I-PARK The River in Gangdong-gu, Seoul, and spans a total area of 1,322 sqm. I-PARK The River is a premium residential complex situated along the Han River, where urban sophistication meets natural tranquility. This setting provides an ideal backdrop for expressing iloom’s vision — creating balance and meaning in everyday life through thoughtful design.

At the heart of iloom’s philosophy lies the belief that furniture has the power to shape life. Its brand identity, “Belief Creating Life,” reflects a continuous pursuit of innovation and craftsmanship, driven by the conviction that well-designed furniture can bring valuable transformation to daily living. iloom is not merely a manufacturer of furniture; it is a lifestyle brand that studies people’s habits, spaces, and emotions to propose better ways of living. Over the years, the brand has deepened its relationship with consumers through pop-ups, campaigns, and collaborations that share its sincerity and authentic values.

The goal of this project was to redefine the spatial identity of a furniture store — to move away from the traditional model of simple product display toward a more holistic lifestyle experience. Previous store layouts often suffered from rigid categorization, limited flow, and repetitive displays that fragmented the customer experience. In contrast, this project aimed to create a space that feels continuous and connected, where visitors can naturally move through various life scenes and experience iloom’s world in an organic way.

The overarching concept, “iloom Life Village – A Life Village Created Together,” introduces the idea of a community-like environment where diverse lifestyles coexist. The design draws from the notion of “Mass in Mass” — placing smaller, distinct architectural volumes within a larger unified structure. These interior masses function like small villas, each representing a particular lifestyle or generation, while the spaces between them form alleys and squares that act as open communal grounds. Through this structure, the store takes on the form of a living village, where spaces are interconnected yet distinct, evoking both intimacy and exploration. Each villa tells a story of a different stage of life.

The Newlywed Villa captures the excitement of new beginnings, showcasing materials and textures that express individuality and aspiration. The Growing Villa represents families with young children, designed with soft curves, pastel tones, and playful openings that respond to a child’s perspective. The Vibrant Villa portrays families with teenagers — energetic and expressive — through an open, communication-focused layout enhanced with vivid accent colors. Lastly, the Timeless Villa embodies maturity and reflection, using warm materials and low lighting to create a serene atmosphere filled with comfort and memory.

All these spaces are connected in a continuous circulation, allowing visitors to experience a seamless narrative — moving from one villa to another and ultimately reaching the consultation area and the open square. From the exterior of the mall, the arrangement of the villas creates a composition reminiscent of a neighborhood seen through a series of windows, inviting passersby to look into the lifestyle stories unfolding within.

Beyond its primary retail function, the project introduces two distinct programs that enrich the overall experience — a Café and a Square. The café, curated around iloom’s sofa and living collections, offers a slow and reflective environment where visitors can rest, interact, and experience iloom’s design philosophy through comfort and tactility. It emphasizes simplicity and natural materials to encourage visitors to rediscover the essence of everyday life.

The square serves as a flexible community hub and open event space, transforming the act of visiting a store into a participatory experience. Seasonal events, floral installations, and collaborative workshops — such as plant decorating or Christmas tree making — bring warmth and connection to the space. Rather than being a passage, it becomes a place of gathering, creativity, and shared experience, embodying iloom’s commitment to building a brand that lives alongside its users.

Ultimately, iloom Life Village transcends the boundaries of a conventional furniture showroom. It is a spatial manifestation of iloom’s belief that design should not only furnish life but also create it together with people. Within this interconnected landscape of villas, alleys, and squares, diverse lifestyles converge, forming a community where design, emotion, and everyday life coexist in harmony.

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