Lamarzocco Shinsegae Dept. Gangnam Store / RVMN

Architects:RVMN

Area:24m²

Year:2025

Photographs:Yongjoon Choi

Lead Architects:Yonghyun Kwon, Hyoju Kim

Category:Retail Interiors

Design Team:Jeongwon Choi

Construction:RVMN

Artwork:Kwangho Lee

City:Seocho District

Country:South Korea

Text description provided by the architects. We find moments of rest in the simple pleasure of a cup of coffee. When visiting a good café, one might not notice at first glance, but many places use this brand's machines. For those who love coffee, 'Lamarzocco' is a familiar name; yet for general consumers, it remains somewhat unfamiliar.

Lamarzocco is a premium espresso machine brand renowned for its classic design and exceptional craftsmanship, reflecting a long history of excellence. Originally focused on B2B clients, the brand's customer base is expanding to individuals who wish to professionally equip their home cafés and enjoy coffee with greater expertise. Amidst evolving consumer trends and beyond the limited opportunities of the traditional offline environment, we have been entrusted with Lamarzocco's world-first department store entry and standalone store project.

Today, it is no longer surprising that offline stores are more than just spaces to display products. They are places to experience and engage with the brand directly. Reflecting a pioneering spirit that values people, Lamarzocco's space naturally blends into each person's unique way of enjoying coffee and discovering their own tastes. This space unfolds under the concept of "Flavor of Emptiness."

"Emptiness" may imply a void, but upon closer look, it becomes a foundation where individual entities connect naturally and relationships are woven together. Within this deliberately cleared space, we link the sales and tasting areas, allowing customers and the brand to connect seamlessly—an experience that deeply immerses customers into Lamarzocco's world.

Though modest at just around 24 square meters, the island-style boutique invites customers to explore the products and savor coffee brewed by the brand's machines. Through variations in the volume of functional elements, we create diverse sightlines aligned with customers' viewing heights. Between the defined volumes, we place "empty" masses that bridge and unite them.

The materials also echo Lamarzocco's origins in metalworking and artisanal craftsmanship. Collaborating with artist Kwangho Lee, the space gains weight through strong textures and rich colors that convey the brand's philosophy and spirit. The central wall, with its wave-like texture and white color, brings a lively energy that envelops the entire space, while bold furniture forms emphasize a solid presence through gray micro-topping materials. Between masses of varying heights, blue-colored objects representing empty spaces add vitality, while metal beads harmonize the contrasting textures. We hope this small space becomes the starting point of a journey for those newly discovering the brand's taste, and for those already familiar, a sensorial space that invites deeper immersion.

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