UVU_Seoul Flagship Store

Year: 2026
Location: Seoul, South Korea
Size: 400sqm
Programme: Retail Architecture: Two-Fold
Build: Studio Unravel
Photography: Su Su Song

Arranged over two levels and measuring approximately 400 square metres, the project repurposes an existing industrial structure located on a quiet side street within one of the city’s most active retail neighbourhoods.

The ground floor is conceived as a fluid exhibition space, with a window display designed to host ongoing artistic collaborations. The opening installation features a UVU-designed kite by local Korean artist Erika Cox.

Upstairs, the retail space unfolds as a contrast between new and existing. Curved white volumes weave through and between the rigid concrete frame, establishing a dialogue between refined, crafted surfaces and the raw permanence of the original structure.

Rather than concealing the building’s imperfections, the design leaves them exposed. The intervention is conceived as a layer within the existing fabric, allowing the two conditions to coexist. A continuous curved wall moves through the plan, negotiating the structural grid and organising the retail environment without fully enclosing it.

Lighting is used to reinforce this spatial relationship. Track-mounted spotlights follow the curvature of the walls to highlight garments, while linear LED strips trace the underlying structural grid. A circular diffused ceiling light introduces a softer ambient condition above the window display, marking it as a distinct moment within the space.

Fitting rooms are concealed behind the curved wall, maintaining the continuity of the interior. The project’s identity emerges from the contrast between smooth white surfaces and the exposed concrete shell, establishing a clear spatial language for the brand’s first permanent retail environment.

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