Fashion brand INSILENCE was founded in 2013, and has since catered to a growing client base with contemporary silhouettes for both men and women. The brand has had a number of stockists in Seoul and Gwangju, but as of late, it has raised its profile with a standalone store. Since its opening last year, The Hyundai Seoul shopping centre has become the preferred shopping destination of the South Korean capital’s most fashionable young crowds – mind you, we’ve covered the event in a previous post – and it’s right here where INSILENCE has set up shop. Situated on one of the shopping centre’s subterranean floors, the store occupies an elongated 64 sqm. (693 sq.ft.) and features an interior design by local architecture and design practice Creative Studio Unravel. A bold exercise of minimalism, the fairly narrow space sees a configuration that gives it a distinct a visual edge. Walls are lined with robust stainless steel panels with aluminium rods attached, while two curved rows of similar panels, fitted out with similar rods, serve as dividers. A matching curved sales counter sits in the back with an entire wall covered in printed film as a backdrop. The setting is sandwiched by flooring of large concrete tiles and a backlit ceiling adorned with a black oval shape that adds a metaphysical element to the aesthetic of the new INSILENCE store.
INSILENCE
The Hyundai Seoul, 108 Yeoui-daero, Level B2F (Yeouido)
07335 Seoul
Telephone: +82 2 32778400
Mon-Thu 10.30am-8pm
Fri-Sun 10.30am-8.30pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
