SOOSOO coffee is designed to be "pleasant and simple". To consider SOOSOO's direction, design studio Labotory thought of the architectural beauty and philosophy of Korea's imperial palace. The project celebrates the concept of 'simple but not humble, luxurious but not luxurious', a phrase the design studio used as the beginning of the brand's attitude.

The studio explored the use of design language to express this philosophy, namely Korean architectural elements that interact with nature, delicately textured, quiet colored ramie cloth, and generous white porcelain forms, by discovering the simplicity of Korea and reconciling it with modernity.

One of the architectural elements of Korea is the blurring of the boundary between the interior and exterior to have a view of the sky. Simply put, a yard can be both the inside and outside of a house. In this space, the curve of the ceiling includes indirect lighting, which creates a huge impression of the space. In this element, visitors can feel the ceiling as seen from the courtyard of a traditional Korean palace.

The second element Labotory brings to the table comes from an umbrella term for one of the four homely plants, bamboo. Bamboo stands for integrity and bravery. The pillars supporting the middle of the ceiling hint at the spatial behavior and circulation of the space, as well as the spirit of SOOSOO. By arranging the structure and columns in the shape of "ㄷ ", visitors are given a sense of stability.

They also introduced elements of Korean architecture into the space's decorative materials. The dark grey granite stone, for example, shapes the floor, while the white porcelain image is the main space used for coffee making. For the other elements, the combination of small lights through ramie cloth is expressed in orange and pink hues, which are a metaphor for the spatial colour of the brand.

Having discovered that "simplicity is not humble, luxury is not luxurious", the studio has injected traditional Korean beauty into the space as a modern approach, hoping that SOOSOO Cafe will maintain this pleasant, simple philosophy as a brand identity.