H&M Seoul Store / Universal Design Studio

Courtesy of

Universal Design Studio has designed the exterior façade for the H&M Korean flagship store in . This is based on the distinctive modular design of other locations and projects for the brand.

Universal Design Studio has accentuated the three-dimensional appearance of the facade by using small and large-scale perforations to produce tonal contrast and visual depth to the pleated cladding. The façade comes alive at night when concealed illumination turns the store into a dramatically lit beacon. The three-storey-high sculptural relief creates an effect that softens the hard, dominant lines of the existing building structure.

Courtesy of Universal Design Studio

Internally, the design also includes a concept staircase created from a ‘ribbon’ of white glass. This forms the internal balustrade, and an articulated shroud of tightly stacked vertical louvers form the external walls.

This project is an example of Universal Design Studio’s ability to tailor solutions to individual sites whilst still creating engaging spaces and brand continuity.

Courtesy of Universal Design Studio
Courtesy of Universal Design Studio
Courtesy of Universal Design Studio

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* Location to be used only as a reference. It could indicate city/country but not exact address.
Cite: "H&M Seoul Store / Universal Design Studio" 27 Oct 2010. ArchDaily. Accessed 24 May 2015. <http://www.archdaily.com/?p=84834>
  • http://uptodayarch.blogspot.com up_today_arch

    Night view is more attractive…

  • oassys

    the facade at night is quite spectacular. could have shown in here.

  • Booh

    You go girl.

  • DH

    Facade based a colleague’s earlier design of the company’s West Hollywood location.

  • Peter Dawson

    I am going to Seoul and would like to see this building.
    Does anyone have an address?

    • rimmm

      Address is 83-1 Myeong-dong 2-ga, Jung-gu, Seoul, Korea