Lusso

Cafe for 21Gram

Lusso aims to meet the demands of consumers seeking natural relaxation and comfort even in modern, urban environments, creating a distinction from competitors through its space design and philosophy. In the heart of Seoul's skyscraper district, Cafe Russo offers a serene escape with a cup of coffee, made possible by its natural materials and design. The natural materials used in the finishes develop unique hues over time, and as they are touched by human hands, they gracefully reflect the passage of time in their own distinctive ways.

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Lusso by 21GRAM

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Cafe by 21GRAM

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21GRAM Lusso

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21GRAM Cafe

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21GramBrand Logo

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Unique Properties

In the heart of Seoul's skyscraper district, Cafe Lusso offers a serene escape with a cup of coffee, made possible by its natural materials and design. Small gardens scattered among the seating areas allow weary eyes and minds from city life to pause for a while. The natural materials used in the finishes develop unique hues over time, and as they are touched by human hands, they gracefully reflect the passage of time in their own distinctive ways.

Tags

Korea, Seoul, cafe, interior, coffee, wood, courtyard, oriental, 21gram, commercial, space

Production Technology

Lusso's challenge was to harmonize Eastern moods with modernity. The goal was to blend natural elements and Eastern sensibilities within a contemporary urban setting to create a unique space. The design of Lusso uses wood and stone to convey an Eastern and nature-friendly atmosphere, while the small gardens offer a modern reinterpretation of traditional Eastern gardens. Meanwhile, metal and sleek designs maintain a connection to the urban environment. By carefully balancing these elements, Lusso provides customers with both natural tranquility and modern sophistication, creating a comfortable retreat even amidst the cityscape.

Design Challenge

In addressing technical challenges, we drew inspiration from the traditional Korean village entrance, specifically the Zelkova tree that always provided cool and comfortable shade. This concept influenced the design of curved partitions and indoor gardens. The curved partitions, a small but distinctive feature of Lusso, were crafted by bending steel to create a frame covered with fabric that softly diffuses light. Designing this involved meticulous planning, especially considering the need to fit the fabric over the steel frame without seams. For the indoor garden, considerable time was spent selecting landscaping plants that are easy to maintain indoors and complement the space. Cafe Lusso’s finishes are primarily divided into stone, brick, wood, and steel. These materials enhance the space’s character over time, with their natural and humanistic qualities. The careful combination of natural materials with steel adds lightness and practicality to the space, balancing modern sensibilities with a sense of openness and preventing any potential sense of confinement. The facade and counter feature wooden louvers that evoke an Eastern lattice feeling, subtly concealing the kitchen equipment while maintaining a gentle sense of openness. Wood was added to the window frames to extend the louver effect, creating a connection between the seating by the windows and the exterior. This design ensures a balance between openness to the outside and privacy from others.

Project Duration

Cafe Lusso is located in Mapo-gu, Seoul, Korea. The project started in December 2023, and the interior work was completed in March 2024. The cafe has been operational since the construction was finished.

Operation Flow

Lusso aims to meet the demands of consumers seeking natural relaxation and comfort even in modern, urban environments, creating a distinction from competitors through its space design and philosophy. Harmony of Nature and Modernity: Lusso creates a unique space by harmonizing modernity with natural elements. This strategic approach provides customers with a comfortable experience and reflects a commitment to sustainability through the use of eco-friendly materials. Interaction between Space and Customers: Lusso's space design fosters an environment where customers can naturally converse and connect. Cozy seating and small gardens encourage dialogue and social interaction centered around coffee. The space is designed to allow customers to engage in various ways, such as relaxing in the gardens or choosing from different seating arrangements. The natural elements in the space also offer psychological comfort, promoting positive interactions.

Research

Cafe Lusso, inspired by the name of French Romantic philosopher Jean-Jacques Rousseau, seeks to differentiate coffee and its culture through its spatial design. Situated in the modern and urban environment of Sangam-dong, Seoul, Lusso aims to provide natural relaxation and tranquility. By offering a relaxed and warm space, Lusso intends to redefine the meaning of coffee for busy urban dwellers. The Rousseau Sangam Project strives for de-urbanization amidst the buildings of Sangam-dong, creating a space that contrasts with the urban environment. The design actively incorporates natural materials such as stone, brick, wood, and steel, and includes small gardens to create a contrasting atmosphere to the large, reinforced concrete structures symbolic of modern architecture. These natural materials add warmth and stability to Lusso's space while maintaining an eco-friendly ambiance. Wood and brick, which embrace the passage of time, foster a cozy and comfortable environment, while stone and metal maintain a connection to nature while preserving a modern aesthetic. Small gardens placed between seating areas help to momentarily relieve the fatigue of city life, providing visual and psychological comfort. This spatial approach realizes Lusso's pursuit of 'harmony between nature and modernity,' deeply exploring the meaning of conversation and relaxation through coffee.

Inspiration

The name "Lusso" is inspired by Jean-Jacques Rousseau, the French Romantic philosopher and coffee enthusiast known for his quest for awakening and change. Lusso seeks to avoid excessive modernity and urbanity, aiming instead to offer a natural and comfortable atmosphere. Time changes many things, adding depth to materials. While some changes can degrade and render objects unusable, others deepen over time, enhancing their richness and character.

Image Credits

Image #1-5: Photographer Sun-hyeok Jang, 2024

Project Overview

Lusso Cafe has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

21GRAM was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Lusso Cafe.

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