Only launched in 2018, Seoul-based fashion brand Blur 1.0 has gone leaps and bounds, catering exclusively to highly savvy Generation Z consumers. As its name boldly implies, the brand’s designs, created by director Seung-hyuk Jeon, aim to blur the boundaries between culture, art, and fashion, and is quite similar to the focus of its target demographic. The 1.0 bit is a nod to how software versions are indicated, but also signals the brand’s growth potential. Since its recent inception, Blur 1.0 has reached out to its following through its own website shop, prominent online retailers and pop-up stores at key locations in the South Korean capital, but as of late, it has a standalone boutique of its own. Situated alongside one of the many winding streets in Hannam-dong, a leafy district on the right bank of the Han River, it occupies a small two-storey structure with a floor space of 94 sqm. (1,012 sq.ft.).

Blur 1.0 tapped local practice Studio Unravel to create a fitting interior design which sees new interventions paired with existing elements. The ground floor features a volume of timber and steel which cleverly combines a window display, fitting room and sales counter. The building has been modernised by a previous tenant, and interestingly, the current design allows quirky peeks of the building’s original shell by way of cut-outs, adding an interesting visual layering. Fixtures comprise suspended steel clothing racks lining the two side walls, hinting what can be found upstairs. Here, an existing timber floor has been retained, and combined with a backdrop of a pristine white ceiling and walls, it forms a matching backdrop for a number of custom-made furnishings and fixtures, most notably a large display table and a hybrid clothing rack and tiered display. The new Blur 1.0 boutique carries the brand’s full range of men’s and women’s apparel, bags and accessories.