The JiyongKim flagship store in Hannam-dong, Seoul, is designed to reflect the brand's ethos through its incorporation of time and transformation. Housed in a repurposed row house, the design retains traces of its historical use while emphasizing raw material aesthetics. Following the "Finished, Finish" concept, the space showcases unrefined surfaces and acknowledges imperfections, creating a narrative that aligns with the evolution of the brand’s garments. The architectural elements serve both functional and organizational roles, contributing to a cohesive environment that prioritizes authenticity over visual perfection.
The store communicates the brand's methods and values through a design that embraces imperfections and variations reflective of time and materiality.
By retaining physical traces from the building's past, the design creates a narrative of transformation that parallels the evolution of JiyongKim's garments.
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