Hanji Paper Pop-Up for TOTEME in Seoul

Innovation and Tradition

Inspired by the concept of a “work-in-progress,” the space captures the ephemeral beauty of a prototype, brought to life through the innovative use of traditional Korean Hanji paper. Crafted by hand from mulberry tree bark, Hanji paper is renowned for its durability, textured richness, and raw beauty.

Sculpting with Hanji Paper

The space is shaped by this material, with walls, display plinths, and shelving showcasing the feathered edges and nuanced details—elements that echo the brand's signature design language.

Additionally we also created visual content that ties into Toteme’s online presence. Oversized silhouettes of Toteme’s most iconic pieces appear on the store’s hoardings and screens inside, creating a seamless blend of physical and digital experiences.

A Dialogue of Heritage and Minimalism

The interplay between material and craft creates a harmonious dialogue, seamlessly blending Korean tradition with Toteme’s modern aesthetic.

A user journey exploring materiality

The user journey leads guests through a passage layered with sheets of paper within the store. Digital moments are seamlessly integrated along the way, mirroring the paper's unique qualities to create a canvas that accentuates the sleek silhouettes of the collection.

Visiting the Hanji workshop in Seoul

Our team explored traditional hanji stores and workshops in Seoul to select the perfect material for this pop-up experience.

Digital craftsmanship

The digital interpretation of the paper and the collection extended beyond the store, featuring in an out-of-home digital campaign and across social media platforms.