LABO-H × National University of Seoul SHAMPOO BRUSH LAB @SDF 2023
Summary
The LABO-H x Seoul City University exhibition at Seoul Design Festival showcases eight shampoo brushes developed under the theme of ‘Valuable Companions’ at Seoul Design 2023 Corporate + Young Designers, held last October. It was organized as an extension of the Seoul Design 2023 exhibition to better showcase the ‘people who work with LABO-H’s creatives’.
Concept
The exhibition space for the Seoul Design Festival was planned with a focus on enhancing both presence and experience,
expanding upon the foundation set by Seoul Design 2023. Compared to the previous year, the new layout offered a broader and more immersive environment, emphasizing five key objectives:
1. Incorporate design elements that highlight the spatial identity itself
2. Showcase both LABO-H and the people behind the work
3. Communicate the purpose and vision of Seoul Design 2023
4. Present the final prototypes in a more engaging, eye-catching manner
5. Maximize the concept of a “Genius Eccentric Designer’s Studio”
1. Incorporate design elements that highlight the spatial identity itself
2. Showcase both LABO-H and the people behind the work
3. Communicate the purpose and vision of Seoul Design 2023
4. Present the final prototypes in a more engaging, eye-catching manner
5. Maximize the concept of a “Genius Eccentric Designer’s Studio”
■ Plan
The space was divided into three main zones: LABO-H Zone on the right, Designer Zone on the left, Product Zone at the center.
The booth was enclosed on three sides and opened only toward the main exhibition aisle, while the internal flow was guided counterclockwise, allowing visitors to experience the zones in the following sequence:
LABO-H → Brush → Designer.
■ Material
To achieve a distinct presence within the expansive COEX exhibition hall, a unique façade was designed using a system scaffold structure wrapped in multiple layers of black silk curtains, reminiscent of strands of hair.
From the outside, this created a sense of mystery and curiosity, while inside, the curtains functioned as dark backdrop walls that accentuated the displayed works.
Staying true to the “Genius Eccentric Designer’s Studio” theme, the flooring introduced a new approach — corrugated metal plates were chosen to evoke an industrial feel without excessive gloss or reflection.
This material was also highly durable against foot traffic and subtly brightened the interior against the dark silk backdrop.
■ LABO-H Zone
This area introduced the LABO-H brand concept and showcased previously released products.
Each product was accompanied by handwritten notes from its development team, expressing their dedication and pride.
As part of a design-focused exhibition, guidelines such as typography hierarchy, logo positioning, and color ratio were also displayed, allowing visitors to glimpse LABO-H’s systematic design identity.
■ Brush Zone
At the center of the space, eight island displays presented the development journey of each brush. Visitors could explore early sketches, 3D-printed prototypes, and ideation notes to understand the design evolution.
Each island focused on a single brush, ensuring visitors could engage with each story in depth.
Toward the back of the booth, the final mock-ups were showcased together, accompanied by short video clips demonstrating each brush’s usage — enabling both direct and indirect experiential interaction.
■ Designer’s Wall
This exhibition began with the idea that design starts from people, and thus the space aimed to make the creators visible.
Rather than only showcasing polished outcomes, the wall revealed the unrefined thoughts and processes behind the final work.
Each designer’s portrait was paired with handwritten reflections layered over their photograph, creating a personal and human touch.
Additional visuals — including SketchUp and Illustrator work files marked with notes, revisions, and erasures — were displayed to authentically capture the hands-on, iterative process of design.
■ ESG
While the brush series addressed the ‘S’ (Social) aspect of the overarching ESG theme, the exhibition space embodied the ‘E’ (Environmental) value — by minimizing single-use materials and repurposing resources.
Profile tables and wall fixtures were reused from the Seoul Design 2023 exhibition.
Props borrowed from the Amorepacific Research Institute were repurposed.
Structural scaffolding and video equipment were temporarily rented and returned after the event.
Additional furniture pieces were upcycled from secondhand kitchen fixtures sourced from closed stores and refinished for use in the display.
Rented video equipment and reused profile tables,
electric galvanized boxes, and brushes come together in cheerful harmony.
electric galvanized boxes, and brushes come together in cheerful harmony.
- Amorepacific Creatives
- Design
- 고정수, 조혜진, 현영훈
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb.jpg)
