In Seoul’s luxury district of Gangnam, Neri&Hu have completed the renovation of an existing five-storey building with a parking tower to serve as a new flagship store for MCM. Drawing from MCM’s strong brand story and German roots, Neri&Hu's design concept for this new flagship is inspired by the Bauhaus movement, which saw the fusion of experimentation in manufacturing with craftsmanship and traditional arts.
The Bauhaus ethos finds expression in the flagship store’s new metal façade. The exterior reads as a curio box with curated window openings that rest on a heavy concrete base. Additional structural reinforcement was necessary to support the new façade which was straightened to bridge the gap between the irregular slab edge between the parking tower and retail area. The result is the appearance of a singular massing despite the two very different volumes that lie beneath.
Given the client’s limited budget and a tight construction timeframe of four months, the façade solution was required to achieve maximum visual impact with limited economic means. In response, Neri& Hu selected a bronze coloured metal for the north-facing main façade. The metal reflects as much natural light as possible while windows with a 400mm depth were added to introduce relief and shadows.
The larger openings display and frame merchandise as well as the activities taking place inside while a bronze metal mesh attached over these large openings adds depth and texture. The brutal concrete base provides presence to the street environment at the scale of the pedestrian environment and includes shopfront windows to engage passersby.
In line with the exterior material honesty and simplicity, the interior walls and floors are finished in raw concrete. Ceilings are left exposed and painted to maximize the clear height. Bronze accents and metalwork contrast with the rougher materials while adding warmth and luxury. All millwork is custom designed and tailored.
Spatially, visitors are welcomed to an open feeling ground floor with large windows looking out onto the street and into the rear courtyard garden. A sculptural staircase lined with delicate bronze screens spans the building's levels and guides visitors upward through rotating visual merchandise displays.
The second level is more introverted and features a centralized built-in wooden platform that doubles as a balustrade and bench. The surrounding slab is cut frames views back to the first floor. Finally, the third level is devoted to retail and includes a VIP area screened off by grey curtains and an elevated wooden platform for the display of the brand’s special collection line.
On the 5th floor as well as a spacious rooftop terrace, MCM collaborates with KÖNIG to realize their KÖNIG SEOUL gallery. The new space will allow KÖNIG to strengthen its engagement with the region’s cultural scene.
