Bringing a flexible, contemporary environment to this 36,000 square foot project was our goal. We wanted to create a “lifestyle” space that encouraged engaging experiences, attracting a younger, modern customer while featuring brands like Kenzo, DVF, Vince, and My Boon. Meet the new Women’s Contemporary floor of the elegant Shinsegae Gangnam store in Seoul, South Korea.
We believed that it was crucial to add in experiences that engaged the customer, giving them reasons to linger and enjoy. A key component of this approach was the addition of the “Life Zone” which focuses on mind and body, anchored by a book boutique and coffee bar (approx. 1600 s.f.), as well as areas offering skin treatments and selling workout gear.
The architecture of the space emphasizes a strong sense of geometry and circulation by utilizing a wood slat ceiling oriented in a strong diagonal pattern, echoing the structure of the space. This geometry orients the customer once they arrive on the floor, creating clear and open vistas.
The material palette focused on a raw, urban vocabulary – grey stone, wood slats with exposed ceilings above, stainless steel and glass.