Previously located in the plush Cheongdam neighbourhood of Seoul, contemporary South Korean fashion brand Andersson Bell has relocated its flagship store to the equally fashionable yet edgier Jongno area of town. The location, previously accommodating a local luggage brand’s retail space and an adjacent private home with a walled garden, has seen a meticulous yet dramatic remodeling by Seoul-based architecture practice Creative Studio Unravel. The retail space measures 120 sqm. (1,292 sq.ft.) set across several rooms within the merged structure. The clean and understated interior design is on the one hand largely influenced by the dimensions of the existing structure, but on the other hand, it projects an entirely new atmosphere through the use of strikingly different palette of materials and colours.
This has resulted in a sequence of rooms, each with a distinct aesthetic, but one that’s also more or less neutral enough to easily allow Andersson Bell‘s elaborate range of merchandise to pop. The garden wall has been demolished and the garden itself has become a paved courtyard leading to the store’s main entrance which has been moved to the side of the building. The most striking room on the premises? We’d say it’s the streetside front room which is furnished with a single monumental piece—a display crafted from tinted glass in different hues. The new Andersson Bell flagship store stocks the brand’s men’s and women’s apparel, accessories, shoes, denim pieces, in addition to a curated selection of lifestyle items.
Andersson Bell
42 Yunboseon-gil (Jongno)
03060 Seoul
Tue-Sun 12pm-8pm
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.
