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The retail scene in Seoul has been abuzz for quite some time, and there are no signs it’s going to slow down anytime soon. Continuously expanding and diversifying in every segment, the city’s shopping infrastructure has also acquired a distinct and alluring flavour thanks to an increasing number of noteworthy independent boutiques. In the latter category falls the newly opened Untitledot boutique in the Korean capital’s leafy neighbourhood of Cheongdam. Founded by Seoul-based fashion company Moc International, the store occupies the former premises of space moo, a well-known lifestyle concept store with a bar that served as a meeting place for fashion-savvy neighbourhood denizens, on the ground floor of a modern four-storey building.

The boutique owner tapped local architecture practice Wallga & Brothers to design a fitting setting for the 165 sqm. ground floor unit, and the result is one of bold understatement. The retail space was entirely gutted, except for the polished concrete flooring, creating a singular open space that’s flooded by daylight coming through the floor-to-ceiling windows. A linear light system has been installed on ornamental cross-beams that run across the breadth of the store, and intersect with the structure’s original concrete beams to create a grid of sorts. Attached to the cross-beams is a display system of galvanized steel rods that not only allows a versatile display of the merchandise, but also helps to retain store’s cleverly attained sense of spaciousness..

The untitledot boutique carries over 30 curated, fashion-forward labels from across the planet, all geared towards a young male demographic, and the list currently includes brands such as Damir Doma, Nehera, Drink Beer Save Water, Norse Projects, Still by Hand and F / Ce. in the coming months, the offerings will expand to plans to womenswear, accessories, kids items, beauty products, and other coveted lifestyle goods. And that’s not all folks! the previous occupant’s door-side café has been retained, albeit in a matching upgraded version and now paired with sleek stools, and aims to host the area’s affluent denizens once more, serving small healthy bites, desserts and drinks, in addition to craft beer, wines, and cocktails.

Design: Wallga & Brothers
Photography: Yong-Joon Choi

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