Shinsegae, South Korea’s top luxury multi-brand fashion retailer tapped fashion retail architect Jeffrey
Hutchison to redefine their consumer experience on the menswear floor of their flagship store in Seoul.
Hutchison drew inspiration for the floor from early Modern Cubist art and the designs of the De Stijl movement, creating a strong image for Shinsegae’s new Men’s section that can now stand “shoulder to shoulder” with all of it’s leading brands.
Wood walls and ceilings—fragmented and pulled apart—create visual tension and a dynamic composition throughout the space. Light coves inserted in the ceiling amplify the fragmented effect and cast a rich, ambient light onto the displays below. Decorative dark bronze frames each designer’s space on the floor, a modern twist on classic detailing. The stone floor pattern is also designed to further enhance the asymmetrical patterns in the space. Decorative screens, which picture a modern nature pattern, inspire the feeling of peering through the trees and delineate the space without inhibiting the open feel or blocking view of the floor. A café with working fireplace, book and magazine stands creates a cozy at-home environment where guests can linger at ease.
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