The new flagship store of the brand Wooyoungmi, located in the Itaewon district of Seoul, fits seamlessly into the surrounding urban context. The plot, situated along a curved section of road with a slight slope, significantly influences the volumetric choices. The building’s shape directly derives from the perimeter of the urban plot, generating a volume defined by geometries that interact with the curvature of the street and the surrounding context.

The architecture, constructed using a limited selection of materials applied with precision, provides a subtle backdrop for the sartorial collections. The exposed concrete, cast with OSB formwork and treated with a mineral glaze, highlights the patina and texture—like an interwoven fabric, whose structure and character transform with use. The glass blocks form the façade, allowing a diffused light to filter through during the day, which, as the sun sets, transforms into a delicate illumination directed outward. Light goes beyond mere visual perception: it connects the space to human sensitivity, immediately conveying the emotional effect of the architecture.

To adapt to the natural slope of the site, a system of mezzanine levels was designed, connected by a central vertical core. This element becomes the backbone of the project, enabling a continuous spatial sequence and enhancing the exhibition spaces: the different heights of the rooms create varied proportions and atmospheres.
Concrete, glass, steel, stone, and wood are the foundational materials of the project.

They are not decorative elements, but their selection responds to functional and structural criteria. In their sobriety, they define the space in which the displayed garments take center stage and shape the identity of the place.

Team:

Client: Wooyoungmi

Architects: STOCKER LEE ARCHITETTI

Photographer: Simone Bossi