An incredible structure, reminiscent of an iceberg -like a scenery for a fantastic film. In fact, this is a store that housed collections of the equally popular, as well as conservative, brand from the English fashion designer Paul Smith. In Seoul, in a prestigious area where luxury brand stores were located, a building grew, unusual even for those accustomed to many local people. So unusual, even shockingly stated about himself an English brand whose founder is very demanding to respect the established and unchanging rules for placing his collections. 
Prestige is the key concept with whichassociates the project of Paul Smith, opening flagship stores in different countries of the world. In Seoul's shopping districts, where there is no shortage of prestigious boutiques, Paul Smith's store leaves a lasting impression. He successfully blended into the surrounding landscape, while remaining unique in appearance. Inside the building, the three floors, on which the collections are located, strictly correspond to the location, shape and design of other stores of this brand. A wide spiral staircase connects each floor, located in the very center of the interior. The striped design of the walls catches up the stairways, leading them up to the streams of natural light streaming through the circular openings in the roof. The main idea that architects use when designing the appearance of buildings for the Paul Smith brand in different countries is individuality. In Seoul, it turned out amazingly individually! 
fnews.com
Paul Smith's boutique in Asia: a futuristic design for a conservative brand
