SHINSEGAE GANGNAM MEN’S DESIGNER
South Korea’s preeminent luxury multi-brand fashion retailer tapped JHA to redefine their consumer experience on the menswear floor of their flagship store in Seoul. Drawing inspiration from early Modern Cubist art and the designs of the De Stijl movement, JHA created a fresh and unifying look for the space so that brands from Burberry to Tom Ford can stand “shoulder to shoulder” with one another. Amongst the clean wood walls and ceilings, dark bronze frames each designer’s space on the floor. Light coves in the ceiling cast a rich, ambient light onto the displays below. Decorative screens throughout the floor, printed with a modern nature pattern, provoke a sensation of peering through the trees and delineate the space without inhibiting the open feel of the floor. A café with a working fireplace creates an at-home environment, inviting customers to linger at ease.