a space that blurs the line between art and product

in the Itaewon neighborhood of Seoul, a green sign catches the eye. the first showroom of SAY TOUCHÉ, a living brand co-founded by musician Lee Chan-hyuk andphotographer Lim Jae-lin, has opened.

filled with unique objects that straddle the line between artwork and product, such as a carpet that looks like a spill, a tumbler shaped like a beer can , and a mirror that looks like a FaceTime screen, the space is not just an exhibition hall, but an experiential interiorshowroom that embraceseveryday humor and aesthetics.

Point 1. The showroom experience begins with a cozy interior

the first thing to do when entering the showroom located under the ring is to take off your shoes and change into a pairof velvet, fluffyhouse shoes. a cozy feeling of being at a friend’s house envelops the entire space.

Point 2. Mother-of-pearl cabinet, a modern interpretation of Korean tradition

the first thing that catches your eye is the mother-of-pearl cabinet. it is part of the ‘É’ series, a line of custom-made furniture by Seytouchet that allows you to customize your space. it’s impressive because it uses mother-of-pearl, a traditional Korean material, to create a sensual contemporary design.

Point 3. A Feast of Witty Objects

throughout the showroom, there are objects with hidden wit. tumblers that look like beer cans , mirrors reminiscent of films or billboards , and clocks with numbers replaced by mathematical schematics are among the items that stimulate visitors’ imaginations.

you’ll also find coasters and mousepads that incorporate the signature “Liquid Persian Carpet,” and mother-of-pearl stools made by artisans in Namyangju. It’s a great spot for social media photos.

if you want to add a touch of flair to your interior

the Seytouchet showroom is morethan just living products, it’s a space where art and humor coexist. if you’re looking to add a drop of wit to an otherwise mundane space, visit the SAY TOUCHÉ showroom in Itaewon.