© Plainoddity / Photography: Yongjoon Choi

Fuelled by a steady economic growth this past decade, South Korea‘s retail sector has gone from strength to strength, and it’s especially in Seoul where shoppers reap the benefits of ample and highly diversified offerings. Interestingly, the rapid transformation and maturity of the local consumer market has also spawned new Korean lifestyle brands which not only know how to raise their profile to the fullest, but increasingly endeavour expansion abroad, riding the slipstream of K-Pop‘s huge global success. Stretch Angels is one of such brands, and earlier this year, a striking flagship store, its very first retail space, has bowed in one of the Korean capital’s most coveted shopping zones. Obviously, the store ticks all the boxes of its target demographic of female millennials.

Owned by F&F – mind you, the Korean fashion company recently made global headlines for snapping up Italian down jacket brand Duvetica – which holds licenses for a number of foreign brands, Stretch Angels stands out from the portfolio because it’s the company’s first homegrown label. The store occupies two floors of a modern building, featuring 340 sqm. (3,660 sq.ft.) of retail space. The interior design, created by Jihye Kim of Seoul-based practice Plainoddity, presents two playful themes that engage shoppers on more than one level, and last but not least, effortlessly incite posting on social media channels.

The setting on the lofty ground floor is all about air travel, and presents different settings with colourful furnishings that capture the theme, but also with some whimsical elements thrown in. Taking centre stage is a massive planter, shaped as a conveyor belt and featuring faux tropical plants. Check-in counters serve as cashier desks, and on the far right, an airplane cabin setting can be found, and quite interestingly, it comes with an aircraft hull-inspired backdrop that also shows on the shop façade, replete with faux emergency exit door. Decorative lighting plays a pivotal role in the interior design, and is captured by backlit design elements, a suspended illuminated sign that runs parallel to the back wall, and last but not least, tubular light that run along the ceiling in a graphic pattern.

At the backside of the store, near the staircase, an honour podium and athletics track line markings hint what’s to be found upstairs. One floor up, the travel theme blends with sports elements and sections that reflect daily life, and all is captured in equally colourful settings with whimsical furnishings, including a pilates area clad in fluffy red velvet and a faux swimming pool. The Stretch Angels flagship store carries the brand’s full range of apparel, pouches, bags and accessories. Location: Stretch Angels, 533-3 Sinsa-dong (Garosu-gil).

© Plainoddity / Photography: Yongjoon Choi