House of Shinsegae
Location
Seoul, South Korea
Category
Retail
Scope
Interior, Product
Awards
- Japan IDPA Design Awards: Public Space, Platinum Winner
- Built Design Awards: Interior Design: Retail, Winner
- APIDA Awards: Retail Space, Winner
- World Architecture Festival Interiors: Interiors - Retail, Shortlist
Selected Press
Design Anthology, New Norm, Monocle
Shinsegae stands at the forefront of lifestyle creation, suggesting a new vision for the retail industry that reimagines the traditional notion of brick-and-mortar shopping. Founded on a merging opportunity of a new realm of the consumer experience, our interior design for the Gangnam flagship centres around the concept of home—a space that comforts and invites one to linger, indulging fascination and inspiration to revisit.
Integrated with the Express Bus Terminal station, the flagship commands a steady flow of high-foot traffic to rank among one of the world's most profitable retail destinations.
We were challenged with how to make the high foot-traffic space intimate. A vertical circulation experience guides hotel guests from the mezzanine lounge to the premium wine cellar, before descending to more public areas such as the food hall and central atrium. The experience mirrors a home’s natural flow, descending from private, intimate retreats into shared spaces that are curated for a wider offering.
More than just a transitional space, the atrium is reimagined as a softer, inviting social anchor.
Display and storage cases shape the environment into a personal narrative.
Variation and repetition: A custom collection to support social anchoring.
Expressive geometry and contrasted material palettes naturally guide guests to discovery.
The food hall is rooted in the gastronomic expedition of travel, and the interstitial space unfolds through a sequence of framed experiences; rounded edges, unboxed shopfronts, reversed arches, and high glossy ceilings—each revealing a distinctive cuisine.
Unfolding on a spectrum from the social to the secluded, the wine hall and premium cellar is designed for fluidity. Mobile “treasure carts” and adaptable furnishings enable its evolution from daily retail to private events, framing a distinguished collection where rare vintages—making up half the inventory—await discerning patrons.
A study of illumination; a relational material.
Timber and stainless wine crates reflect a journey from vineyard to collector's cellar, offering a contemporary take on a century-old classic, while discreet technology preserves the tactile pleasure of selecting a bottle.
Discreet technology ensures ideal conditions without overshadowing the tactile pleasure of selecting a bottle.
The comfort of an ensuite bedroom: the private lounge for personal shoppers is designed as a retreat with spaces for consultation, relaxing, and trying on selections. Integrated storage and technology ensure a seamless, personalised experience.
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