朝鲜半岛被评价为人参的宗主国，它生产世界上最优质的人参，拥有得天独厚的自然环境，特别是被公认为具有最佳品质的人参，来自榜吉的高丽参是一种多年生植物，在人工遮荫下栽培，在韩国称为Sampoeojang，为期3-6年。与其他作物相比，人参的生长速度较慢，栽培条件也较困难，它在Sampoeojang下生长。就像这样，能使人参长期保持良好生长的Sampoeojang是一个 “栽培地”，可以说是人参生长的 “人参之家”。沿着栽培地的形状，覆盖着一层层长长的三宝章的人参地，形成了独特而鲜明的风景，有一种波涛汹涌的黑色景观。
On the Korean Peninsula, evaluated as a suzerain of ginseng, which produces the best quality ginseng in the world, having the blessed natural environment, especially, recognized as the one with the best quality, Korean Ginseng from Punggi is a perennial plant, cultivated under an artificial shade, called Sampoeojang in Koreafor 3-6 years. Ginseng, which has a slower rate of growth and more difficult cultivation conditions than other crops, grows under Sampoeojang. Like this, Sampoeojang, which keeps ginseng growing well for a long time is a ‘ground for cultivation’ and can be said to be a ‘house of ginseng’ where ginseng grows. A ginseng field covered with layers of long Sampoeojang along the shape of the cultivated field forms a unique and distinctive scenery with a landscape with choppy black waves.
Sampoeojangis in a lightweight furniture-type structure, in which cloth covers thin vertical and horizontal timber members, made in the minimum size required for the worker’s pass and operation. The key feature of Sampoeojangis the roof made of cloth. The roof tilted to the altitude of the sun properly shuts off the direct sunlight and smooths ventilation and drainage. Like this, Sampoeojangis a functional minimal house (module), which is the key to the cultivation of ginseng.
我们策划了一个展览/促销店，从新的和现代的意义上重新解释了象征着 “人参空间 “的 “三宝庄”。作为一个被动的品牌策略，我们专注于形成一个空间形象，通过这个空间形象向顾客传递榜眼高丽参的卓越品质，给这个目前不太知名的品牌一个与众不同的形象。
We have planned an exhibition/promotion shop that reinterpreted ‘Sampoeojang’ symbolizing ‘the space of ginseng’ from a new and modern sense. As a passive branding strategy, we focused on the formation of a spatial image through which the excellence of the Korean Ginseng of Punggi would be delivered to customers, giving a differentiated image to the currently lesser-known brand.
When you enter the promotion hall lobby, a logo to symbolize Punggi Ginseng, precisely polished, emits light, while the pure-white wall on the background flows into the indoor space. The two sides of the curve type indoor space correspond to different languages centering around the middle passage and continue from the entrance to the opposite end.
The right area of the passage to which the lobby’s white wall surface extends was designed as a pure-white refined space to deliver the brand image effectively. Along the continuous curved wall, the unique history and value of the brand are introduced, and this flow continues to the surface of the wall where there are objects of the representative products. This has an effect in which a completed exhibition is composed of the brand.
通道左边的销售区可以说是一个空间，从视觉和语义上重新诠释了在大自然怀抱中生产的人参。以 “人参之家 “Sampoeojang为基本模块，用同样的材料整合了人参在地球上生长的销售架、地板和展览架。陆续摆放的模块让公众兴奋不已，成为一个空间形象，其中体现了榜眼高丽人参、大地和真诚的栽培过程。在以纯白的展示空间和木材为主要饰面的两个区域的设计中，材料被自然置换，成为一个完整的推广大厅，通过渐变，使参观的客户能够体现品牌的内在价值，并进一步，引导到消费的过程，自然。
The left sale area of the passage can be said to be a space that visually and semantically reinterpreted ginseng produced in the bosom of nature. With Sampoeojang, the ‘house of ginseng’ as the basic module, a sale rack, floor and exhibition rack in which ginseng grows on the earth were integrated with the same materials. The module successively placed excites the public, becoming a spatial image in which the Korean Ginseng of Punggi, earth and sincere cultivation process are reflected. In the two areas designed with a pure-white exhibition space and timber as the main finishes, materials were naturally displaced to become one completed promotion hall by gradation, so that the visiting customers could embody the brand’s inherent value and further, lead to the process of consumption, naturally.
Architects: SML, THE CORNERZ
Area: 295 ft²
Photographs: Kyung Sub Shin
Manufacturers: Hanwha L&C, Miicon, Premierwood
Client:Punggi Ginseng NongHyup
Architect In Charge:Seungmo Lim, Jonghwa Hong
Design Team:Gumin Jung, Jihong Lee