Founded in 2011, South Korean travel brand RAWROW has since gained a growing following among a demographic of young professionals and creatives in the homeland with its contemporary offerings. Following a string of pop-ups and permanent retail spaces in the fashionable Seongsu are of Seoul and at Seoul Incheon Airport, the brand has started to open standalone stores, and very recently, the brand’s first store in the capital has opened its doors. Dubbed WORLD WIDE (SEOUL), it’s situated on the premises of Time Walk, a soaring mixed-use building in the Myeong-dong neighbourhoud of town. Occupying a 396 sqm. (4,263 sq.ft.) ground floor unit, the store features an interior design by Seoul-based design practice DISITTE. Unsurprisingly, given the fact that RAWROW is travel brand, the design concept revolves around ‘movement’ and ‘change’, and this is reflected by various design elements, starting with the shop façade.
In stark contrast with the Time Walk building’s exterior, the façade of the WORLD WIDE (SEOUL) store has a retro-feel, and is clad in shiny metal and adorned with bold neon lettering. Mind you, the brand’s graphic design is inspired by the map of Seoul and also, quite ambitiously, anticipates future outlets across the planet. Inside, the setting is industrial and low-key, featuring display fixtures crafted from moving boxes, casters, tiered shelving units, corrugated aluminium panels and linear lighting. Taking centre stage, and quite literally so, is a so-called gyeongungi, a traditional tractor-like vehicle, which is pretty much a local symbol of hard work and resilience. The new WORLD WIDE (SEOUL) store stocks not only the brand’s travel collection, but also apparel, accessories, eyewear and collaborative items with other brands. © superfuture
WORLD WIDE (SEOUL)
Time Walk, 78 Namdaemun-ro, Shop 102 (Myeong-dong)
04534 Seoul
Daily 12pm-9pm
Telephone +82 2 3362891
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