The LETTER36 exhibition is a project designed with experimental content rather than existing brand promotional pop-up characteristics as part of the “MZ Target Content Experiment” in the story A space.
Visitors choose the desired letter paper and writing tools, write down a letter for someone, and the letter will be sent a year later.
Concept
This project centers on the theme of “letters,” heartfelt messages that carry time and emotion for a single person, and aims to highlight values that remain unchanged over time.
As an experimental space designed for the MZ generation—the primary target audience—the design incorporates analog elements inspired by Y2K fashion and traditional desserts, reflecting their affection for nostalgic trends.
Visitors can freely choose their preferred stationery and writing tools to compose letters and even affix stamps to the envelopes.
The completed letters are placed in a mailbox within the space and are mailed to the written addresses one year later, bringing this charming experience to a close.
Space Composition
1. RECEPTION – Reception
2. RECORDING ROOM – Recording Room
3. WRITING DESK – Writing Space
4. MAILBOX – Mailbox
5. PAPER SHREDDER – Shredding Leftover Records
Space Composition
1. RECEPTION – Reception
2. RECORDING ROOM – Recording Room
3. WRITING DESK – Writing Space
4. MAILBOX – Mailbox
5. PAPER SHREDDER – Shredding Leftover Records
Upon entering the space, the reception area is located on the right.
Here, visitors can receive information about LETTER36, select stationery, and choose their preferred writing tools.
A usage fee of 1,000 KRW is paid at the reception, after which visitors receive a stationery set that includes paper, a pencil, and an envelope.
Except for the initial guidance provided by staff, unnecessary conversations are kept to a minimum to allow visitors to freely enjoy the space.
In addition to the entrance desk, informational POP signs are placed on desks and along the walls throughout the space.
As this is a space centered on writing, we have thoughtfully prepared writing tools for visitors to choose from.
Three types of pencils—each with a legacy of being favored by notable figures—are available, along with easy-to-use ballpoint pens and fountain pens that, while more challenging, offer a unique and engaging experience.
We have also designed three types of stationery—horizontal, manuscript-style, and vertical—each made with different paper weights and textures to provide subtly distinct writing experiences.
We believe that by selecting the paper and writing tools that best suit them, visitors will be able to spend a more meaningful and personal time within the space.
he main area is dedicated to letter writing.
The overall lighting is softly dimmed, with accent lights focused on the writing desks to create a calm and contemplative atmosphere.
All furniture is finished in warm wood tones, and each piece has been intentionally aged to evoke a sense of warmth and familiarity,
encouraging visitors to feel at ease while spending time in the space.
The desks are arranged in two styles to accommodate different preferences.
Those who wish to write with companions can use the large communal desk along the left wall,
while the three single-person desks on the right are designed for visitors who prefer solitude.
The desk on the innermost wall is equipped with a turntable and LP records, allowing visitors
to tune out external noise and immerse themselves in the quiet act of writing.
Open tables feature stamps engraved with the LETTER36 icon,
allowing visitors not only to write letters but also to
customize their stationery and envelopes as they wish.
Visitors who have finished writing their letters will find red mailboxes nearby.
These symbolic red mailboxes are displayed repeatedly throughout the space,
accompanied by a large postcard-shaped installation hung beside them as a decorative element.
Both decorative features are illuminated with pendant lights, standing out vividly against the dark black walls.
The “Room of Records” is a space where visitors can experience the act of writing with a pencil through visual, auditory, and tactile sensations.
The movement of a pencil writing on paper is projected onto a screen in front of the visitor,
and by wearing headphones, one can hear the subtle scratching sounds captured by an ASMR microphone placed nearby.
We believed that amplifying the delicate sounds of pencil and paper coming together would create a uniquely engaging sensory experience.
Just before the exit, a paper shredder is mounted on the wall opposite the doorway.
Scattered fragments of paper rest on the shredder, symbolizing letters that were never sent.
The LETTER36 exhibition began with the concept of “recording,” presenting experiences that contrast with the speed and convenience of modern life—
writing letters by hand, choosing writing tools, and receiving them a year later—actions that today can be done instantly through smartphones and computers.
Through this exhibition, we gained insight into the emotions and interests of today’s younger generation and identified elements that could inform future projects.
