Shinsegae Menswear, Gangham South Korea

Reimagining the modern townhouse

When Shinsegae were looking to re-design the Menswear department situated on the 7th floor of their Gangnam flagship in Seoul they tasked us to deliver a new destination for contemporary casual and formal brands.

Our concept was to re-imagine the modern town house- a modern ,luxurious and welcoming space where classic architectural materials and proportion are seamlessly juxtaposed with modern and sculptural form. Driven by the notion of traditional proportion and contemporary refinement we created a space with a series of interconnecting rooms that opened out from a grand entrance hall to pull customers through the space and take them on a journey of discovery.

Attention to detail and a carefully selected materials palette provided a memorable and engaging showcase for the brands.

The result is an iconic and timeless fashion destination for local and international brands.