It has been little over two years since we first talked about South Korean men’s fashion brand Hatchingroom and its first standalone retail space in Seoul in a previous post. As of late, the brand has opened a second retail space in the city, and it’s once again in the city’s fast-emerging Seongsu shopping district. The retail space occupies a spacious 231 sqm. (2,487 sq.ft.) unit on the ground floor of the soaring Ayun Digital Tower, and features an interior design by local multi-disciplinary design studio PRACTICE. From a design perspective, the store is more or less divided into three sections—the main retail space which presents the collections, a service area which combines a sales counter, dressing room and waiting space, and warehouse space.
Inspired by Hatchingroom‘s ongoing cycle of seasonal collections, an ingenious display system anchored by a suspended metal grid has been designed which allows apparel items to be showcased almost anywhere across the premises. Rows of tubular lights are embedded in the latter grid. Furnishings are few and simple, comprising merely of a sleek metal sales counter with a display cabinet embedded, matching displays, a low bench in black, a moveable monolithic display, while a few ornamental steel objects and a large steel frame featuring campaign footage adds a certain visual dynamic to the austere setting. The new Hatchingroom flagship store carries the brand’s full range of men’s apparel, bags, and shoes, in addition to a carefully curated range of jewellery pieces and home objects. © superfuture.com
Hatchingroom
Ayun Digital Tower, 33 Seongsuil-ro 6-gil (Seongsu)
04782 Seoul
Telephone +82 70 41488777
Daily 1pm-8pm
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