Gangnam Commercial Buliding / _SYSTEM LAB

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Text description provided by the architects. Britain`s famous fashion brand Paul Smith is opening its first Asian flagship store in Korea, in Gangnam-a trading center for luxury brands. Considering the fact that the streets here are lined with exclusive stores for premium brands, not to mention that many high-end name-brand designers fiercely compete to open stores in this area, it was quite interesting to see how Paul Smith would make a lasting imprint with its brand of architecture on the local urban environment. We define the main characteristic of Paul Smith`s fashion brand as its ability to draw different responses, depending on the customer`s situation and interpretations.