Roughside is a brand that possesses a dual nature, showcasing both the raw textures of the past and the contemporary sensibilities of the modern era as two facets of its identity.  To embody these characteristics of the brand, the Labotory design team employed a concept of "weaving material," which entails the interlacing of warp and weft threads.  The design visualizes Roughside's identity through the interweaving and intertwining of structure, furniture, and finishing materials, encompassing both the exterior architecture and the interior spaces and furnishings.

The first brick-and-mortar store of Roughside is located in Hannam-dong.  This area is known for its unique geographical features and is a melting pot of diverse cultures.  The team has put effort into understanding the tastes and preferences of the customers visiting the store, and has created an interior layout and programming that aims to entice and satisfy them.

Roughside imagines a progression where the warmth of the past gradually seeps in.  This imagination is also reflected in Roughside's clothing.  The combination of rough yet delicate textures, and the blend of past and present, are key elements in defining the direction that Roughside aims to pursue. At the juncture where objects with different structures, colors, and physical properties intersect and combine, the story of Roughside comes to fruition.

Labotory aspires for the Hannam-dong outlet of Roughside to be a place where customers can experience the brand’s narrative through the ambiance of the space, in conjunction with Roughside's products.  The goal is to communicate with the customers and provide them with novel experiences and emotional connections.