SHINSEGAE CONTEMPORARY

For the Women’s Contemporary floor of the elegant Shinsegae Gangnam store in Seoul, JHA wanted to create a “lifestyle” space that encouraged engaging experiences to attract a younger, modern customer. 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.