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As an online retailer specialised in the hottest young brands, South Korean retailer W Concept resonates well with the country’s on-trend youth. Diversifying its operations, the multibrand retailer has started to open design-led shop-in-shops at department stores nationwide, and one of the latest to open is in Busan. Situated on the fourth floor of Shinsegae Centum City, an upscale department store in the city’s Haeundae district, it occupies an elongated 132 sm. (1,421 sq.ft.) unit which features an interior design by local architecture practice uneg. The interior design is inspired by characteristics of South Korea‘s second biggest city, such as its seaside location and the landmark Busan Harbour Bridge which spans across the harbour entrance. The coastal setting and bridge are captured by fluid lines and sleek pillars and cables. Another focal point is an undulating metal volume at the heart of the retail space which houses a fitting room. The new W Concept carries a tightly curated range of women’s apparel and accessories by a variety of South Korean brands.

Designed by uneg
Images © uneg
Photography: Sung-hoon Han


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