Designer Jung Wook Jun is no stranger in forward fashion circles across the globe. Since founding the predecessor of his fashion brand Juun.J in 1992 – mind you, it was rebranded as Juun.J in 2007 – it has gone leaps and bounds, showing biannual collections in Paris and being stocked by a sizeable number of leading stores across the planet. The designer has now taken his operations to the next level by opening a flagship store, the brand’s very first, at home base Seoul. Situated in the leafy Sinsa-dong area, a stone’s throw away from the lush greens of Dosan Park, the purpose-built store has been designed by local architecture and design practice WGNB.

The building has a striking appearance, featuring a façade and roof entirely dipped in black, a hue which pretty much exemplifies Juun.J‘s edgy collections. The pointy roof of the L-shaped building has been exaggerated, extending on the outside all the way to the ground and extending into an awning and semi-shielded patio with an intricately suspended potted tree as a focal point. The awning throws a dark shadow which is also defines the spatial feel of the store, and inside the effect is replicated by an interplay of interventions, lighting and suspended garments.

Mind you, when taking a second look, the architecture reveals it’s cleverly composed of circle, quadrangle and triangle, basic forms in all designs. The retail space of the Juun.J store measures 396 sqm. (4.263 sq.ft.) spread over two floors and also includes a separate café. The ground floor, created with a predominantly light palette, is dedicated to the women’s collection which was first launched last year, and upstairs, is home to the full range of men’s apparel. In an adjacent space, overlooking the patio, Felt‘s newest coffee parlour can be found where shoppers can unwind after a power shopping spree or recharge for another one.