Leong Leong Architecture designed a 550 square meter store for 3.1 Phillip Lim in Cheongdam-Dong, Seoul’s premiere fashion district. The store is characterized by the simultaneous need for sameness and difference. “Typically, the consistent repetition of brand traits is necessary to reinforce an identity, while novelty can refresh the aura and desire for the brand,” explained the architects. More photos by architectural photographer Iwan Baan, and more about the store after the break.
The existing perimeter walls are lined in mirror to expand a continuous visual field of space in which the “cropped” enclaves float.
The façade and interior walls are lined with evocative textures, a characteristic of Phillip Lim’s design sensibility. ”The material liners create a narrative of atmospheres from one space to another, each offering an unexpected encounter with the clothing.” A conical texture that erodes along the interior walls was manufactured into 5 unique foam panel types that could be organized into different erosion patterns.
The 20-meter façade is also a material liner that wraps the existing building with a supple gradient of convex concrete panels. The eight different 600mm x 600mm panels types progressively flatten as they climb the façade. This subtle texture should fade into the often overcast and depthless grey sky of the city.
As seen on Archinect.