![H&M Seoul Store / Universal Design Studio - Image 1 of 5](https://images.adsttc.com/media/images/5012/cfa8/28ba/0d14/7d00/0c0f/newsletter/stringio.jpg?1425467520)
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Architects: Universal Design Studio
Text description provided by the architects. Universal Design Studio has designed the exterior façade for the H&M Korean flagship store in Seoul. This is based on the distinctive modular design of other locations and projects for the brand.
![H&M Seoul Store / Universal Design Studio - Facade](https://images.adsttc.com/media/images/5012/cfac/28ba/0d14/7d00/0c10/newsletter/stringio.jpg?1425467526)
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.
![H&M Seoul Store / Universal Design Studio - Stairs, Handrail, Steel](https://images.adsttc.com/media/images/5012/cfb5/28ba/0d14/7d00/0c12/medium_jpg/stringio.jpg?1425467522)
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.
![H&M Seoul Store / Universal Design Studio - Image 3 of 5](https://images.adsttc.com/media/images/5012/cfa4/28ba/0d14/7d00/0c0e/medium_jpg/stringio.jpg?1425467524)
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.
![H&M Seoul Store / Universal Design Studio - Steel](https://images.adsttc.com/media/images/5012/cfb1/28ba/0d14/7d00/0c11/medium_jpg/stringio.jpg?1425467528)