House of Shinsegae
Location
Seoul, South Korea
Category
Retail
Scope
Space, 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
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.
An invitation to discover, like a treasure box revealed
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.
The opportunity prioritises experience over commerce, transforming space into a destination that invites guests to linger. Spanning 7,273sqm, the space includes a curated wine library and exclusive tasting salons, gastronomic offerings, and flexible event spaces, all anchored by a connecting central atrium.
A vertical circulation mirrors the graduated privacy of a home
The atrium emerges as the conceptual heart, mediating between gastronomy and retail
Display and storage cases shape the environment into a personal narrative
Dual layer, timber detailing; reflecting the original Shinsegae department store building
Variation and repetition: A custom collection to support social anchoring
Expressive geometry and contrasted material palettes naturally guide guests to discovery
The mounted wall light captures the glow of the sun
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
Wine Cellar arrival signage
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.
Curated order
The private lounge for personal shoppers is designed as a retreat with spaces for consultation, relaxing, and trying on selections.
