Upmarket Austrian fashion retailer Föger Woman Pure gave Pedrocchi the brief to realise the bold new concept store. Looks can be deceiving. Despite the rather unexpected pastoral location Föger Woman Pure has been one of the most forward-looking fashion retailers in Austria for the past twenty years.
The site is located in an alley, at a block’s distance from Dosandae-ro – a busy thoroughfare in Seoul’s Gangnam district – in close proximity to Dosan Park. Primarily residential in the past, the neighborhood is undergoing a rapid transformation into an upscale commercial district full of shops and restaurants.
Running around careless and free in a romantic dress, falling down the rabbit hole, chasing time in a dreamlike state of mind, meeting unexpected characters with many tales to tell—sounds like many a girl’s night out!
