Shinsegae The Main-Luxury Designer

Shinsegae Main Store, Myeongdong. Third floor of the new wing.

Shape of Sequence.

When we look at something, the thing changes according to how we look at it. We gave this floor its beauty through forms that shift with sightline and movement, and through signs reassembled — so that someone might find a sense of beauty they had not seen in the ordinary run of a day.

In the largest renewal since the Main Store opened, we were responsible for the third floor of the new wing. It is the first hall in the Myeongdong district given over to international designer clothing, opening with some twenty houses including LEMAIRE and JACQUEMUS.