Leong Leong Architecture designed a 550 square meter store for 3.1 Phillip Lim in Cheongdam-Dong, Seoul’s premiere fashion district. The store is characterized by the simultaneous need for sameness and difference. “Typically, the consistent repetition of brand traits is necessary to reinforce an identity, while novelty can refresh the aura and desire for the brand,” explained the architects.
More photos by architectural photographer Iwan Baan, and more about the store after the break.
