Human Made store clad in traditional Korean celadon tiles
Tokyo-based studio I IN creates unique retail space with handcrafted ceramics for Nigo's brand.
1Design reflecting brand philosophy
Tokyo-based studio I IN embodied Human Made's 'the future is in the past' philosophy in their Seoul store design. The 216-square-meter space features traditional Korean celadon ceramics dating back to the 9th century. Studio co-founder Hiromu Yuyama noted these materials have been cherished in Korea for centuries, strengthening the brand's connection to heritage. The pale green tiles create a dialogue between past and present.
2Unique texture of handcrafted ceramics
The store walls are clad in entirely handcrafted celadon tiles, each with subtle color variations and delicate craquelure patterns. The I IN team was particularly inspired by the 'powerful presence' created by these unique textures. The tiles' muted blue and green tones harmonize perfectly with the merchandise. This material choice reflects Human Made's appreciation for artisanal craftsmanship in contemporary contexts.
3Industrial contrast elements
Complementing the organic ceramic and wood flooring, the store features an industrial-style gridded ceiling designed to resemble factory lighting. I IN translated Human Made's industrial aesthetic through this architectural element, creating soft, even illumination. Light sources are concealed above the ceiling grid to ensure uniform distribution. This contrast highlights the tension between handmade and industrial elements.
4Playful details and tanuki sculptures
The store features Human Made's heart logo recreated in similar ceramics but in bold red. Playful tanuki (Japanese raccoon dog) sculptures add humor, referencing the Lotte Mall's mascot. These veneer and foam sculptures were hand-painted to create whimsical focal points. Such details balance the space's minimalist material palette while maintaining brand identity through subtle storytelling elements.
5Nigo's design vision
Human Made founder Nigo, previously creator of cult brand A Bathing Ape, is currently designing a Tokyo commercial district with Pharrell. He was also involved in the Tokyo Toilet project. I IN acknowledged the pressure of designing for such an influential figure but found the project offered opportunities to explore new design possibilities while staying true to Human Made's core identity.
6Contributing to brand identity
I IN successfully expanded Human Made's visual language while preserving its essence. Every design detail reflects the brand's respect for heritage with contemporary interpretation. The handmade nature of ceramics aligns with the 'human touch' philosophy. The space presents a modern take on luxury through traditional materials, creating a retail environment that feels both timeless and current.
7I IN's signature approach
The studio previously designed a light-filled Kamakura beach house and a department store lounge drenched in Edo purple. Their expertise lies in reinventing traditional materials for contemporary spaces. The Human Made store continues this approach, demonstrating how material selection fundamentally shapes spatial experience. The studio emphasizes how each project's materials carry its narrative essence.
8New perspective in retail design
This project exemplifies powerful brand storytelling through materiality in retail spaces. The use of traditional Korean ceramics in a modern store shows how cultural heritage can integrate with commercial environments. I IN's approach offers brands innovative ways to communicate identity through physical spaces, proving that material choices can convey complex narratives beyond visual branding alone.
Original article: Interior design | Dezeen — Human Made mağazasında geleneksel Kore seramikleri