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MAXIM PLANT
MAXIM PLANT
Seoul, South Korea
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MAXIM PLANT
Seoul, South Korea
Firm
Type
STATUS
Built
YEAR
2018
SIZE
10,000 sqft - 25,000 sqft
Photos
“Connection” “Transformation” “Transparency”
The Maxim Plant flagship store in Hannam-dong was envisioned as both an urban landmark and a narrative space that embodies Dong Suh Foods’ coffee culture—from instant blends to bespoke brewing. Guided by the principle “Better Beans, Better Coffee,” the design adopts the dual theme of “Plant – Plant,” evoking both the vitality of nature within the dense city and the industrial precision of a roasting facility.
Set within Seoul’s vertical urban fabric, the building is conceived as a coffee factory in the forest. Multi-level floorplates unfold as a spatial sequence that mirrors the lifecycle of coffee: sourcing, roasting, brewing, tasting, and social enjoyment. Along the steep southern slope, terraced platforms extend indoor activities outward, capturing daylight and urban views, while establishing porous connections between interior and exterior.
The street-facing façade articulates transformation through material and light. Folding doors, transparent glazing, and a perforated screen punctuated with coffee-bean motifs mediate between public and private realms, allowing the building to shift its presence with changing hours and events. Clad in dark-roast-toned ceramic panels, the exterior expresses both tactile depth and symbolic resonance with the flavors inside.
At the urban scale, the project seeks accessibility and openness. Circulation is organized to maximize visual continuity and cross-level connections, creating a sense of permeability uncommon in retail architecture. Vertical green screens along tight side yards and planted walls on the southern terraces temper the microclimate, softening the interface between built form and nature.
The result is a layered “urban forest factory” where light, vegetation, materiality, sound, and the aroma of roasting beans converge, transforming coffee culture into an architectural experience.
The Maxim Plant flagship store in Hannam-dong was envisioned as both an urban landmark and a narrative space that embodies Dong Suh Foods’ coffee culture—from instant blends to bespoke brewing. Guided by the principle “Better Beans, Better Coffee,” the design adopts the dual theme of “Plant – Plant,” evoking both the vitality of nature within the dense city and the industrial precision of a roasting facility.
Set within Seoul’s vertical urban fabric, the building is conceived as a coffee factory in the forest. Multi-level floorplates unfold as a spatial sequence that mirrors the lifecycle of coffee: sourcing, roasting, brewing, tasting, and social enjoyment. Along the steep southern slope, terraced platforms extend indoor activities outward, capturing daylight and urban views, while establishing porous connections between interior and exterior.
The street-facing façade articulates transformation through material and light. Folding doors, transparent glazing, and a perforated screen punctuated with coffee-bean motifs mediate between public and private realms, allowing the building to shift its presence with changing hours and events. Clad in dark-roast-toned ceramic panels, the exterior expresses both tactile depth and symbolic resonance with the flavors inside.
At the urban scale, the project seeks accessibility and openness. Circulation is organized to maximize visual continuity and cross-level connections, creating a sense of permeability uncommon in retail architecture. Vertical green screens along tight side yards and planted walls on the southern terraces temper the microclimate, softening the interface between built form and nature.
The result is a layered “urban forest factory” where light, vegetation, materiality, sound, and the aroma of roasting beans converge, transforming coffee culture into an architectural experience.
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