ROUNGE Showroom by ATMOROUND: A Tree-Inspired Journey Through Time and Design

Nestled along Yangjae-daero in Gangnam-gu, Seoul, the ROUNGE Showroom by ATMOROUND redefines the concept of spatial narrative by immersing visitors in a living architectural tribute to nature and time. Conceived as a five-story experience deeply intertwined with the presence of towering plane trees, the 855 m² structure blurs the boundaries between inside and outside, past and future, East and West.

Architecture Rooted in Nature

From the moment visitors enter, they are greeted by expansive windows framing the lush canopy of plane trees outside. Each level of the building mirrors a stage in the life of a tree—from the grounded strength of its roots to the openness of its crown. Designed with a strong emphasis on biophilic design, the structure allows natural light and vegetation to inform every aspect of the interior atmosphere.

The journey culminates on the rooftop, where leaves sway in the breeze and frame panoramic views of the city skyline and the golden Buddha statue of Neungin Seonwon Temple, anchoring the project in a contemplative cultural context.

Curated Furniture as Storytelling

ROUNGE isn’t just a showroom—it’s a curated dialogue between furniture and architecture. Featuring iconic brands like TON, a pioneer in bentwood furniture since the 19th century, and SIKA, known for sustainably woven rattan pieces, the showroom aligns its spatial experience with the ethos of craftsmanship and ecological awareness.

• The first floor introduces visitors to TON's historical significance with a café that reflects the timeless nature of its mass-produced bentwood chairs, still a staple in cafés around the world. The integration of industrial revolution symbols—from TON’s heritage to LED displays—creates a layered conversation between past and present.
• The second and third floors, known as TON Classic and TON Contemporary, present the brand’s evolution. The third floor is imagined as a fashion runway, staging modern pieces in the spotlight while classics observe from the sidelines—a living gallery of design through the ages.
• The fourth floor is the SIKA Floor, where vast glazing opens up to the foliage, accompanied by immersive LED visuals that simulate the passage of seasons. This level celebrates sustainable furniture and the interweaving of digital and natural realms.
• The underground floor, labeled TRANSCEND, is envisioned as the unseen roots of the metaphorical tree. Mirrored surfaces and reflective materials create an ethereal space that houses GUBI’s collection—products that defy temporal and stylistic boundaries, as if excavated from an archaeological site of modernity.

Architectural Expression of Time

ATMOROUND’s design interprets the cross-section of a tree trunk across five architectural layers, correlating natural growth rings with experiential time. The theme of “Rotation” informs the building’s dual façade strategy: while the street-facing front remains sleek with a modern curtain wall, the rear—accessible via a parking lot—is expressed as a cluster of narrow brick volumes, evoking a village-like charm. This conceptual inversion challenges traditional notions of architectural orientation and invites visitors to begin their journey through a symbolic “root” at the rear entrance.

Landscape and Material Palette

The landscaping by Anmadang the lab enhances the building’s symbiosis with nature. Material selections, including brick from Korea Brick, veneer from Oriental Venner, and custom elements by Choika and Cheong Salim, contribute to the warm, tactile environment that grounds the sensory experience in authenticity and craft.

All Photographs are works of Woo-Jin Park