An incredible structure resembling an iceberg -like a set for a science fiction film. In fact, it is a store that houses the collections of the equally popular and conservative brand from the English fashion designer Paul Smith. In Seoul, in a prestigious area where luxury brand stores are located, a building has sprung up that is unusual even for locals who are used to many things. This is how the English brand, whose founder is very demanding about observing the established and unchanging rules for the placement of its collections, has made its presence known in an unusual, even shocking way.
Prestige is the key concept with whichis associated with the project of Paul Smith, opening flagship stores in different countries of the world. In the shopping districts of Seoul, where there is no shortage of prestigious boutiques, the Paul Smith store leaves a lasting impression. It fits well into the surrounding landscape, while remaining unique in appearance. Inside the building, the three floors on which the collections are located strictly correspond in location, shape and design to other stores of this brand. A wide spiral staircase connects each floor, located in the very center of the interior. The wall decoration, made in a striped design, seems to pick up the stairwells, leading them upward, to streams of natural light streaming through round holes in the roof. The main idea that architects use when developing the appearance of buildings for the Paul Smith brand in different countries is individuality. In Seoul, it turned out amazingly individual!
fnews.com
Paul Smith's boutique in Asia: a futuristic design for a conservative brand
