The First Flagship Store In Asia For Paul Smith

Due to the volume that exceeded the initial floor area ratio, the oblique 30-meter line limitation imposed by the road and the constrictions created by sunlight rights, we had to create a concrete shell with maximized floor area ratio within the legal regulations by rounding, cutting or connecting all the edges. Through this method, emphasizing succession rather than completion, we were able to create a relatively spacious building compared to other buildings in the neighborhood, even after we maxed out the floor area ratio and building coverage. In fact, it was very challenging meeting all the requests of Paul Smith when we considered the restricted area of about 330, as well as the high-density commercial district surrounding the area. The semi-gloss industrial paint finishes are expected to conceal commercial and structural devices and imbue freer and pleasant feelings to viewers-much like a typical design from Paul Smith. Eventually, we were able to add one more layer. Architect: THE _SYSTEM LAB (Chanjoong Kim, Taek Hong)
Interior: Paul Smith + Core Design
Photographer: Yongkwan Kim The suggested figure, intended to create different stories depending on people`s perspectives and interpretations, was actually the result of a design that was constrained by legal regulations. Description written by Chanjoong Kim
Britain`s famous fashion brand Paul Smith is opening its first Asian flagship store in Korea, in Gangnam-a trading center for luxury brands. We define the main characteristic of Paul Smith`s fashion brand as its ability to draw different responses, depending on the customer`s situation and interpretations. Considering the fact that the streets here are lined with exclusive stores for premium brands, not to mention that many high-end name-brand designers fiercely compete to open stores in this area, it was quite interesting to see how Paul Smith would make a lasting imprint with its brand of architecture on the local urban environment. THE_SYSTEM LAB designed the first Asian flagship store for British fashion brand Paul Smith, located in Seoul, South Korea.