Nestled on Yangjae-daero in Gangnam-gu, South Korea, the ROUNGE Showroom by ATMOROUND emerges as an architectural gem blending seamlessly with nature. Spread across 855 m² and completed in 2022, this showroom not only showcases exquisite furniture brands but also offers a unique spatial experience immersed in the tranquility of plane trees.

Nature’s Embrace

As visitors step inside the five-story structure, they are greeted by vast windows framing enchanting views of plane trees. Each level unfolds a distinct panorama, creating a dynamic sequence that evolves with the changing perspectives. The rooftop, in particular, provides a unique vantage point where plane tree leaves reach toward the sky, establishing a profound connection between architecture and nature.

Symbolism of Wood

Rounge prominently features TON, a brand with a 160-year history of steam-bending wood, and SIKA, a champion of sustainable woven rattan furniture. The architectural symbiosis with plane trees underscores Rounge’s dedication to the timeless beauty of wood. The cross-section of a plane tree serves as the inspiration, divided into five stages corresponding to different views from the building.

Bridging East and West

The rooftop, designated as the sky-facing floor, introduces a symbolic element with the golden Buddha statue of Neungin Seonwon. Embracing the concept of a dynamic day, juxtaposing Eastern and Western influences, the rooftop represents a harmonious blend of cultural and natural elements.

Showcasing Timeless Design

Dedicated floors on the second and third levels pay homage to TON, a brand synonymous with bentwood creations for over a century. TON Contemporary on the third floor presents a dynamic display akin to a fashion show, featuring both modern and classic designs. TON Classic on the second floor elegantly showcases a partitioned collection that spans generations.

Café of Timeless Appeal

The first floor introduces the enduring appeal of TON’s mass-produced chairs, becoming iconic fixtures in cafes for more than a century. The café, adorned with TON furniture, emanates a welcoming ambiance, bending the notion of time through design. Here, the symbolism of the 2nd industrial revolution and the digital era of the 4th industrial revolution converges.

TRANSCEND: A Journey Underground

Descending to the underground floor reveals TRANSCEND, a space akin to the unseen roots of a tree. Defined by an elusive concept of time, this area blurs spatial boundaries through reflective surfaces, creating an imaginative realm where time collapses. Housing products from GUBI, the space aspires to transcend time, offering a surreal and transcendent experience.

Architectural Rotation

The architectural concept of “Rotation” cleverly manipulates the perception of the building’s front and rear. While the front, facing the road, boasts a modern curtain wall, the rear, viewed by arriving car visitors, appears as three contiguous narrow brick buildings. This intentional design invites visitors to embark on a temporal journey as they pass through the glass gate leading to the basement level.

In essence, the ROUNGE Showroom is not merely a space for furniture display but a captivating journey through time and nature, where architecture harmonizes with the enduring beauty of wood and the ever-changing spectacle of the surrounding plane trees.