Seoul-based fashion brand JiyongKim is opening its first flagship store. Located in the Hannam-dong district of the South Korean capital, the new space is located in a quiet alley in the heart of the city’s bustling center.
Taking over an original Korean row house, the building has had many lives prior to JiyongKim’s store. Previously a residence, then a shop to an office, it has now been reinterpreted as a space for the label to showcase its unique garments. The layers of the building remain visible, paying homage to its past lives and stories, similar to JiyongKim’s ethos. JiyongKim’s garments carry subtle traces of time and light, giving way to the story telling that occurs when a fabric relies on the nature’s movements to create the one-of-a-kind sun-bleached pieces.
The exterior of the building is in pale beige, complemented by natural wood and matte silver-toned metal. Its rectilinear form is softened by understated textures and finishes. The second floor of reveals a sun-bleached canvas suspended near the ceiling, a nod to JiyongKim’s craftsmanship. The canvas can be spotted from the streets and is purposely positioned close to the upper front window to capture the natural light that enters the building. With a skylight, light and shadow shift gradually as the day goes on, creating subtle changes in mood. This evolving atmosphere echoes the Sun-Bleach technique where fabric transforms through time and exposure. The store is designed to accommodate changing presentations. Garments may be suspended from ceiling wires or displayed using movable components. Rather than featuring a fixed installation, JiyongKim’s flagship store is an ever-changing space that invites fans of the brand to experience the store and garments differently each time.
The JiyongKim flagship store opens on April 20. The store is best experienced before 6 p.m. each day, when natural light fills the space.
JiyongKim Flagship Store
30, Hannam-daero 28ga-gil
Yongsan-gu, Seoul
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