Words by: Tanya Singh
Photo Credit: Menuha

Engaging tradition and innovation in a dialogue, Menuha creates timeless fragrances and décor. 

A lifestyle brand based in Korea, Menuha presents a range of home decor objects with modern and simple designs which can permeate into any contemporary space. Each metallic bowl or fragrance diffuser oozes a unique sense of presence wherever they are placed, thanks to the intrinsic power of materiality. 'Menuha' means peace of mind and rest in Hebrew, signifying that ultimate sense of comfort in our daily lives. The brand's works seek to engage the present and the past – tradition and innovation – in a constant dialogue.

What inspired you to set up Menuha in 2014?

I've seen that beautiful products and clothes are often considered easily disposable. It does not matter how many people or how much effort was involved in the creation of the piece. I felt sorry about flourishing and transient things. This feeling and thought sparked an interest in me to start my own brand that focuses on long lasting value and timeless beauty.

Menuha products are made of durable materials and produced by skillful technicians. The designs and shapes are simple and inspired from classic heritage and the beauty in nature. My hope is that my designs and products are loved and stay with people for a long, long time.

The world around us is moving so fast, making relationships shallow, untouchable. I want to create objects that are touchable, unchangeable, and reliable. 

Boram Park, Founder of Menuha

Could you tell us a little bit about your background?

My academic background is in politics and international relations as well as fashion marketing. I've lived and studied in New York and London in my 20s and have worked in the PR industry and a number of design agencies. I think the rounded experience gives me the ability to see things from several different perspectives.

What were some of the challenges you encountered in the beginning?

A brand director has two main roles: artist and businesswoman. The challenge is to create a balance between the two. The two roles cannot be considered separate from each other, but rather two sides of the same coin.

While the idea for the product was sound, at the beginning, the data for the target audience was vague and feedback scarce. The risk was in continuing to develop the concept even with the chance of failure. Thankfully, our efforts bore fruit and the products were received very well.

Another challenge is to find the balance between creating a durable yet stylish product. I was fortunate enough to find technicians with several decades of experience in the field who shared my vision for creating timeless pieces. 

A glimpse into the Menuha store in Seoul, South Korea.

We noticed that a lot of the scents are inspired by literature, art, or musicians. Does that stem from a personal interest?

Yes, all inspiration comes from my personal interest in classic works. They are unarguably the most valuable resources. I always consider classics universal – to be understood by people from all generations and cultural backgrounds. I hope that users feel joy in discovering the story behind the creation of each scent.

The Nadja Scent, for instance, came from the name of the main character in the novel 'Nadja' by Andre Bretton. Even if the novel is not too popular, the scent encourages people to find the story and learn to appreciate the timeless beauty within the pages of the classic. Similarly, the Apollinaire Rose Scent reveals a love story between the French poet, G.Apollinaire and the French painter, M.Laurencin. The Ladyday Scent will make you want to listen to the songs of Billie Holiday.

The storytelling aspect adds another layer to Menuha fragrances – one that takes them on a journey to the past. 

The Apollinaire Rose Scent reminiscent of a rose garden and the delicate elegance of the damask rose.

How are the lava rock home fragrances made? Could you talk about the process from start to finish?

The Menuha lava stone diffusers are made the old-fashioned way. Inspired by traditional potpourri made of dried flowers, resin, and rocks seeped in oil, our diffusers reinvented the age-old concept for the modern consumer.

We collect lava stones that are porous and wash them thoroughly to remove all the dirt. Once dried, they are put into a large pot and scented oil is poured over them. The stones stay in the pot for several weeks until they are ready to scent the world around them. Finally, they are moved to their permanent home, our signature copper containers. The copper containers are produced by local technicians using metal spinning techniques. 

The Saturn Tray by Menuha.

The home decor objects by Menuha are all very intentionally clean and geometric. Could you talk about your creative process for those?

I design the objects to fit into contemporary spaces and the modern lifestyle. The beauty of the materials stands out because of their clean and geometric shape. They may not be trendy, but they are timelessly stylish. The elegant glow from the metal, simple lines, and the movement of light over the surfaces are all things I keep in mind while designing the objects.

I am inspired by the architecture and shapes found in nature. The product names, like Saturn Tray, Tempio, or River, provide a hint for where the idea stems from.

There is also always an element of interactivity in my designs – light the candle to diffuse the aroma, slide off the holder to remove incense ash, or touch the bell to turn on the light. These actions allow users to become attached and develop a relationship with the products.

What is next for Menuha?

We are launching a ceramic collection at the Seoul Living Design Fair in the spring of 2022. We collaborated with a ceramist to make traditional pots to present our lava stone diffusers.

Our next art project is to work with an artisan who specializes in mother of pearl material. This project is sponsored by the Korea Heritage Foundation. We are currently in the ideation process. The project will be completed in the fall of this year.

I believe craft works and art pieces are more precious because human labor and working by hand has become so rare. Many parts of human life have moved to the digital space, but we will never lose affection for touchable materials. I think Vermillion also shares this idea and respects the works of craftsmen and craftswomen.