Founded little over a decade ago by designer Dohun Kim, fashion brand ADSB Andersson Bell has resonated well with trend-conscious youth in South Korea and far beyond. Based in Seoul, the company showcased early on the ability to translate its edgy fashion sense into retail, opening stores on home turf that effortlessly extrapolate its forward vision, and the ADSB Andersson Bell shop-in-shop at The Hyundai Seoul is no exception. Occupying an elongated 74 sqm. (797 sq.ft.) unit on the third floor, wedged in between the retail spaces of fellow homegrown brands SJSJ and Noonee, the shop-in-shop features an interior design by local architecture practice Studio Tama. Plywood dipped in vibrant gradient colours create a hallucinogenic visual effect, covering both the floor and a centred volume which accommodates the sales counter. Large floor-to-ceiling slabs of mirror clads the side walls, optically extending not only the aforementioned effect, but also the backlit metal grid ceiling. In sharp contrast, a wall section right next to the entrance is adorned by intricately knitted patches of colourful textile, overlaid by metal display beams. Two screens of varying proportions show branded ADSB Anderson Bell footage, adding another dynamic element to the setting. The new ADSB Anderson Bell shop-in-shop stocks a selection of mens’a and women’s apparel, accessories, shoes and bags. © superfuture
ADSB Andersson Bell
The Hyundai Seoul, 108 Yeoui-daero (Yeouido)
07335 Seoul
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.
