Paul Smith hits Asia.
British brand Paul Smith chose the city of Seoul, Korea, to place its first Asian flagship store. The Retail space is the latest addition to the Gangnam district, which is the leading trading centre for luxury brands. Korea-based design firm THE_SYSTEM LAB is responsible for the architectural gem. In addition to making it stand out from the local urban environment, the unique shape of the store – which is covered in semi-gloss industrial paint – is also supposed to offer different stories and interpretations to each individual point of view. That is a direct reflection of the brand itself, as one of the architects Chanjoong Kim himself puts it; “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.”
Words: Richenny Felicia