seoul: projekt produkt store opening

© projekt produkt

you may not heard of it yet, but there's another korean eyewear brand that's going places, and creating a distinct retail environment is part of the strategy to raise its profile. we're talking projekt produkt, a brand launched only in 2014 by lee hyun-ho. originally trained as an optician, lee also  supervises the fashion-forward eyewear design, but also seeks collabs with leading designers to put the projekt produkt name more in the global limelight. as said, the company has now ventured into the retail arena for the very first time, opening a flagship store in one of the most coveted shopping grounds of seoul, its homebase.

tucked away in the maze of alleyways of the tony neighbourhood of sinsa-dong, the store occupies the lofty ground floor and a mezzanine level of an angular gray concrete building. for the interior design, lee pulled out all the stops, and tapped malmö-based korean product designer kunsik choi to come up with a fitting aesthetic that would reflect the brand's modern outlook. with plenty of room available, the projekt produkt flagship features three distinct sections, each with an identity of its own and presenting a different segment of the elaborate collection. upon entering the store, a setting unfolds that's framed by brick pillars, polished concrete flooring, and an exposed ceiling of the same material.

the ground floor features a lrage number of the furniture and objects that have been specifically designed, including sleek benches and floor lamps, displays that mimick stacks of paper sheets, and elegant cabinets crafted from wood and glass. upstairs on the mezzanine floor, shoppers first come across a somewhat homey section with backlit shelving, benches placed on a colourful carpet, and a chest of drawers. right around the corner it all shifts right back to understatement, presenting striking floor lamps with halo ring lights and matching displays in a gallery-like setting. the new projekt produkt flagship store carries the brand's full range of sunglasses and frames. location: 17 nonhyeon-ro 153 gil [sinsa-dong].

© projekt produkt