A minimalistic, dark-tone space invites a different kind of customer journey at the WGNB-designed PXG golf and sportswear flagship in Seoul.

Key features
WGNB redesigned the Gangnam-gu, Seoul, flagship store of golf and sportswear retailer PXG. Called PXG Graphite, the 250-sq-m brand destination employs an achromatic colour palette of black, grey and white. Despite its simple colour scheme, a variety of materials like concrete, stone, metal and tactile textile surfaces create a topographically diverse retail experience. A backlit white skylight and white floors brighten the dominantly grey, metal-decorated main product display area. There, a central concrete and metal display table and suspended clothing rack surrounded by metal slats give the illusion of floating. A stainless-steel wall doubles for merchandising and a loft-like seating area can be accessed via an open staircase. LED screens displaying abstract patterns are incorporated throughout.

FRAME’s take
The colours, lighting and materials used in this space give it a sense of mystery. Its moody ambience organically incentivizes exploration of the space and discovery of the products. WGNB’s interiors align with a retail design trend that has been popular in Asia for some time: the dark interior, a counterbalance to the harsh, often-chaotic spaces of high streets. ‘In a moody riposte to our culture of immediacy, consumers are invited to traverse blind corridors with an aura of mystery,’ we wrote in FRAME 145. The in-built sense of discovery immerses customers in a more engaging shopping experience, which positions them as the main actor traversing the store’s landscape.