Founded only in 2015 by young designer Byeong-jun Kim, men’s streetwear brand OY (pron.: Oh Why) has since gone leaps and bounds, and opened its first branded retail space a little while ago in Hongdae, a hugely popular shopping and entertainment area of Seoul‘s Millennial and Gen Z demographics. Occupying approx. 442 sqm. (4,758 sq.ft.) set across two floors of a modern building, the store features a strikingly understated interior design by local architecture practice COV Studio. The ground floor of the OY flagship store, encased on two sides in floor-to-ceiling glass, sees an eye-catching setting of curved steel partitions and sinuous pathways below a backlit vaulted ceiling, and last but not least, it’s dotted with lush verdant plants. A staircase in pitch black leads up to the upper floor where a shrine-like setting can be found. Stacked stone blocks take centre stage and serve as a display, tying in with an elongated sales counter which hugs a silvery support pillar at one end. A highly decorative speaker grid, combined with a backlit ceiling adorned with curved lines, add a slight playful element to the austere setting. The new OY flagship store carries the full range of men’s apparel, accessories, shoes, bags and jewellery pieces.
OY
20 Jandari-ro 2-gil (Hongdae)
04042 Seoul
Telephone: +82 70 88044140
Daily 12pm-9pm
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.
