Founded only in 2015 by Tel Aviv-based sibling duo Elad Yam and Neta Yam Katz, lifestyle brand Urban Sophistication quickly gained traction among a young savvy demographic thanks to quirky and playful designs, but also through pivotal endorsements by hugely popular icons from the Millennial and Gen Z universe. Following last year’s pop-up store in Tokyo‘s buzzing Harajuku shopping district, Urban Sophistication has now landed in what’s arguably the biggest and most inspiring fashion and lifestyle hub of its target demographic—Seoul. The location of the ephemeral space is in on Itaewon-ro, a bustling thoroughfare in the city’s leafy Hannam area, and features an interior design by local art and design firm Studio Practice. Clean, understated and playfully rough around the edges, the retail space is sparsely furnished with a wall-mounted shelving on one side laden with Crayon bags, and a sleek suspended metal rail which showcases the brand’s various iPhone cases and apparel items. Additionally, a small sales counter sits in the back, while a black leather ottoman provides seating. Two differently sized bows, a decorative element of a part of the bag collection, seemingly burst from the side wall as a decorative element (open through Jun 24). © superfuture
Urban Sophistication
240 Itaewon-ro, Basement Shop 3 (Hannam)
04400 Seoul
Daily 11am-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.
