The 3CE flagship store ‘Pink Hotel’ in Myeongdong shopping district has established itself as a signature landmark, offering a new type of retail environment that goes beyond a simple beauty store by providing a space experience. The design of this venue was carried out with the dual goals of maximizing retail entertainment and maintaining brand identity. The intention was to reinterpret traditional positive images into a new visual language that reflects contemporary trends.

Particularly, this studio, which previously used Studio Odyssey, reminiscent of the interior of a spacecraft, as a reference, added a futuristic image called ‘SPACE’ to expand the world of Pink Hotel. Each floor’s program was designed with the image of a futuristic hotel as the destination of a space journey, providing a unique aesthetic experience by reinterpreting lavish and decorative elements in a modern way.

The first floor features a large arch entrance and a promotional space with a giant planetary chandelier hanging over the high ceiling, serving as a waiting area before checking into the space hotel. The reception area, combining the brand’s main color of mauve pink with futuristic design, welcomes visitors. The design development process gradually perfected the language of details and forms.

The second floor, named Alien Garden, provides a mystical spatial experience, imagining what an internal garden of a space hotel might look like. In collaboration with kinetic artists and contempor