Founded in 2013 by fashion students Cha Hye-rim, Gwak Hye-sun and Lee Han-seul right after their graduation, DIAGONAL has carved a name for itself in the South Korean fashion landscape with on-trend womenswear for a young and savvy demographic. The brand has resonated well with the aforementioned consumer group, and following sales through domestic online channels, the company initially opened a standalone store last March in Seoul, but now, only a few months later, the retail space has been relocated. A new shop-in-shop has opened its doors on the premises of Shinsegae department store in downtown Busan, the country’s second biggest city. Occupying a C-shaped 65 sqm. (670 sq.ft.) unit on the fourth floor, the DIAGONAL shop-in-shop features an interior design by oftn studio, an architecture practice based in Seoul. The space sees a metal construction with six support beams at its core while a metal rod weaves through it, serving as a clothing rack and demarcating the C-shape along the way.
While using various physical properties to match the DIAGONAL‘s concept of simplicity and uniqueness in form, the setting was completed using achromatic materials in order to literally provide a basis of the products on display. The Barisol section of the ceiling, within the metal structure, adds visual diversity to the space, has become more private and focused on the hidden space behind the counter back wall, the concept of partition. At the entrance, a sales counter can be found which sees an embedded glass extension which playfully features functional speakers. Right in front, a tiered display can be found which ties in with a concrete pole with a metal hook situated on the side the premises. Adding further visual layering is the stainless steel partition reflected within the metal construction, the concrete panel at the back, and the large mirror on the outside of the fitting room which aims to optically enlarge the store. The new DIAGONAL store carries a selection of the brand’s apparel and accessories.
DIAGONAL
Shinsegae, 35 Centum nam-daero, Fourth Floor (Haeundae)
48058 Busan
Daily 10.30am-8pm
Publishers Note
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