DESIGN: hjl studio / Heejae Lee
LOCATION: Seoul, Korea
PHOTO: hjl studio / Heejae Lee
In time to celebrate their 10th year since becoming one of Korea's prominent women's multi-brand retailer, J. Roseroco New York embarked on a flagsship store in the fashionable district of Chungdam-dong in Seoul. Alongside other foreign luxury brand purveyors, the client wanted a store that would stand out amongst the other shops and have a facade that would function as a brand image in itself. Subtlety was not desired and almost immediatedly from planning, the decision to use gold and black, their company color, was set as a basis from which a design would develop.
Conceived as a large block volume embedded into its host building, the store's exterior composition was designed to garner attention not through its show windows, but through its materials and lack of interior visibility. Sheathed in faceted gold plates and visually anchored by dark gray granite cladding, the view towards the interior is confined to a single show window in the corner of the volume. To further stimulate the curiosity of viewers, the entry is a standard size sliding glass door that reveals not the interior of the store, but a black wall with a screen that shows the company's collection.
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