MUSINSA SEONGSU

client | MUSINSA
year | 2024
classification | store
workscope | design / planning / drawing
lighting design | Lighting in Space
stucture engineering | DPJL
construct |  eum design
photo | Kim Donggyu

Seongsu-dong has emerged as one of Seoul’s most dynamic hotspots, embodying a distinctive urban character. The area, defined by its flat terrain and low-rise structures, was historically an industrial zone, where old factory buildings are now being reimagined as contemporary spaces. This juxtaposition of the old and new has naturally attracted popular cafés, restaurants, and retail spaces, drawing both international tourists and a younger demographic eager to experience diverse cultures. In this context(Within this urban landscape), Musinsa, one of Korea’s leading online fashion platforms, envisioned a flagship offline store in Seongsu-dong. The design centered around the adaptive reuse of an existing red brick factory—a symbol of the area’s industrial past—allowing the store to resonate with the cultural heritage of Seongsu-dong while embracing contemporary fashion culture. Our approach was to preserve the building’s exterior, allowing it to blend seamlessly with the surrounding urban fabric. Upon entering the store, visitors encounter a spacious hall resembling a courtyard, designed as a flexible space for various events and activities. This open, unbounded area serves as a dynamic stage, akin to a playground or exhibition hall, inviting visitors to engage their imagination. Beyond the courtyard, a large media façade introduces another spatial layer, with a strategically placed entrance acting as a key transitional point into the next zone. The circulation between these spaces was meticulously considered, with an emphasis on guiding the flow of movement and sightlines. Visitors begin their journey in an expansive, free-form environment, gradually transitioning into a more directed space. This shift in spatial orientation heightens the sense of focus, enhancing the visitor’s overall engagement and immersion within the store. As one proceeds through the elongated corridor, they are led to a tiered display space that rises gradually, drawing the eye upwards. This ascending sequence not only amplifies the store’s sense of scale but also intensifies the visitor’s spatial experience, reinforcing Musinsa’s expansive presence. While the tiered steps form a key element of this experience, we ensured inclusivity by incorporating a parallel sloped path, ensuring accessibility for all visitors. The proportions of the building, with its broad horizontal expanses, informed the design language throughout the space. From the floor tiles to the display walls and counters, we maintained a consistent sense of horizontal scale, creating a unified visual rhythm. The new architectural interventions were rendered predominantly in white, providing a clean contrast to the original materials and creating a neutral backdrop—a blank canvas—upon which the fashion products could stand out. This design strategy allows the clothing to take center stage, while also subtly reflecting Musinsa’s brand ethos. In essence, Musinsa’s Seongsu-dong store is a bridge between the past and the present, merging architecture, fashion, and culture into a cohesive narrative. By honoring the industrial legacy of Seongsu-dong while introducing a fresh, modern design, the store not only enriches the neighborhood’s unique character but also provides a spatial experience that deepens the connection between brand and visitor.