Insoil Showroom by KKOL Studio: A Dreamlike Ceramics Experience in Seodaemun-gu, South Korea

Insoil Showroom, designed by KKOL Studio, is a 69-square-meter ceramics showroom located in Seodaemun-gu, South Korea. Opened in 2025, this intimate space embodies the essence of the Insoil brand—a subtle dialogue between the visible and the invisible, the conscious and the subconscious, inspired by Sigmund Freud’s interpretation of dreams.

In The Interpretation of Dreams, Freud differentiates between “manifest dreams”—the dreams we remember—and “latent dreams,” the hidden desires and inner worlds behind them. KKOL Studio translated this concept into spatial design, crafting a showroom that visualizes brand identity and the artists’ vision for a life rooted in subtle beauty. The showroom balances opposites: “the trivial yet significant,” “delicate yet firm,” “orderly yet organic,” “dim yet luminous,” and “mundane yet unfamiliar.”

These principles guided every aspect of the design. Subtle nuances in materials, lighting, and form create a space that feels cozy and inviting yet encourages a reflective emotional experience, almost like wandering through a shallow dream where reality and imagination intertwine.

Upon entering, visitors are immediately drawn to a slightly bent shelf to the left and a curved stainless steel light fixture hanging from the ceiling. These elements create a welcoming energy, encouraging movement throughout the compact showroom. Soft, dim lighting harmonizes with natural daylight, enhancing the textures and warmth of the materials.

The primary materials include birch lumber and plywood, treated with three types of oil stains to evoke the variability and texture of soil—an homage to the brand name, Insoil. This process transforms everyday wood into something rich, nuanced, and tactile, bridging the familiar and the extraordinary.

KKOL Studio also translated the brand’s messaging into tangible design features. Expressions like “the roots of life” and “to take root” inspired a stand with thick, grounded roots crafted using a simple yet durable binding method. The tabletop, adorned with handmade ceramic tiles, is interchangeable to reflect seasonal updates, reinforcing the connection between nature, craftsmanship, and adaptability. A second stand with thinner roots mirrors the same craftsmanship while emphasizing neatness and durability.

All photographs are works of Donggyu Kim