​The Korean Peninsula is evaluated as the world's highest quality ginseng producer due to its blessed natural environment. The Punggi Korean Ginseng, which is recognized as the best quality among them, is a perennial plant that is cultivated in a sunshade system called Sampoeojang for 3 to 6 years. Ginseng, which has a slow growth rate compared to other crops and requires well-suited cultivation conditions, grows under Sampoeojang for many years. In this way, Sampoeojang, which protects ginseng to grow well for a long time, is a 'ground for cultivation' and can be said to be the 'house of ginseng' where ginseng are grown. We planned an exhibition, promotion and sales center that reinterpreted the 'Sampoeojang', which symbolizes the 'space of ginseng' with a new perspective and a modern sense. As a passive branding strategy, we focused on forming a spatial image that conveys the excellence of the Punggi Korean Ginseng to customers by giving a differentiated image to the brand, which is not currently well-known.