This project is worth highlighting as it strongly marked Rasha’s career and gave new perspectives about interior design. This was renewal work for an existing DUXIANA store in Seoul. 

During her design process, Rasha always makes it a priority to explore the location and in this case she had to marry the DUXIANA concept with the location and build cultural bridges between the concept and Seoul’s sophisticated aura. This DUXIANA is designed to be a strong innovative consumer journey within the DUXIANA concept. 

The DUXIANA Concept 2015 is a built in system that is capable of replacing panels, this leads to saving efficiently on costs and responding actively to iterative renewal works. 

The ground floor was assigned to a Reception and the Bed exhibition, the systematic built-in furniture system is designed for a close interaction with the consumer when negotiating and selling. The image wall in the reception expresses the brands identity by applying the mattress quilting pattern which symbolises the craftsmanship of DUX.

The second floor, named “Sleep Suite,“ is a space created for personal experience of the bed through sleep. The Sleep suite is decorated just like a hotel room with privacy as well as comfort. The window is a moving wall that is capable of opening which can perfectly block natural light to create the perfect comfortable sleeping environment.

This work was completed during Rashas time as an employee at DUX, with help from the DUXIANA design team in Seoul.

(All image rights belong to DUX)