Founded in 1992, Papyrus initially operated a single store in Seoul‘s fashionable Apgujeong area. Soon after, its operations quickly expanded, spawning CED International, a separate entity focusing on imported eyewear wholesale, along the way. Nevertheless, Papyrus continued as a separate entity and eventually grew into South Korea‘s leading purveyor of luxury eyewear. Under the supervision of Heon-seong Kim, the company’s savvy incumbent CEO, Papyrus cleverly deployed design-led retail as a powerful brand communication tool, and as of late, its seventh outpost has opened its doors in the Hannam neighbourhood of the South Korean capital. Measuring just 72 sqm. (775 sq.ft.), the shop is situated on an underground level at Nine One Hannam, an upscale apartment complex with its very own shopping centre. Local architecture practice WGNB was commissioned to create a fitting interior design. Flipping the form-follows-function principle, abstract volumes have been created, captured by stainless steel dipped in a red hue, which not only add a bold visual dynamic to the setting, but also, for a large part, designed as functional furniture. Raising the visual drama is a contrasting and all-encompassing blue shade covering the shop’s walls, floor and ceiling. Special attention has been given to the light fixtures which have been designed in collaboration with Italian manufacturer Viabizzuno. Also to be found on the premises is a small office space and a full-fledged optometry room. The new Papyrus store carries the full range of tightly curated exclusive eyewear brands and collections, including Lotos, Issey Miyake, Anne & Valentin, MYKITA x Maison Margiela, Cutler & Gross and Garrett Leight.