Moving Movements _ H-store by customellow, Seoul – Korea

May 25th, 2017 by retail design blog

A collaborative spatial design project by customellow, a contemporary casual menswear brand, and installation artist, Ye Seung Lee. Customellow is a fashion brand aiming to enrich people’s lives by collaborating with young rising artists as part of their efforts to incorporate fashion and culture. Ye Seung Lee has interpreted the communication method of customellow as a way of discovering a new spirit of the times.

This is why the artist conceptualized H-STORE as a place for discovering the spirit of the times in this day and age when new things are created amidst incompleteness, and witnessing the process of restoring a new spirit of the times. The aim was to evoke today’s society, where there is a blend of reality and imagination, and to restore and recreate the spirit of fashion in a new sense.

The artist wanted to discover and newly define an “uncanny newness” in the spirit of the times today by depicting and reconstructing spaces. The spatial design project focused on presenting multiple scenes that befit the core themes of customellow. The objets of this work have been created out of those moving in a new way and those that are scattered outside to present a unique space, where the past, present and future coexist and there is a fusion of imagination and reality.

The diverse genres and objects and different media combine together into a three-dimensional and beautiful space. Each scene does not merely show a visual image; the scenes present spaces where the viewers can imagine spaces in a whole different realm. During this project, customellow and Ye Seung Lee endeavored to re-interpret the past and the present from a brand new perspective in newly created spaces.

Design: Customellow and Ye Seung Lee
Photography: Seungmin Jo / J STUDIO J

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