Since its inception in 2010 by friends Inwook Park, Nadan Cho, and Jonkyu Choi, fashion brand thisisneverthat has come a long, long way, expanding its business on home turf, but also increasingly overseas. The company has cleverly paired the growth with design-led standalone stores of which many can be found across Seoul – mind you, there are seven thisisneverthat stores to be found in the capital’s sprawling metropolitan area – and a number of South Korea‘s other leading cities, in addition to high-profile overseas retail spaces in Tokyo, Osaka and Shanghai. But apparently, there’s still room for improvement on home turf, as the latest standalone store has recently been inaugurated in Seongsu, a fast-emerging shopping zone in Seoul. Here, thisisneverthat simultaneously opened a store with affiliated brand (Khakis), respectively occupying retail spaces on the first and second floors of parent company JKND Co. Ltd.‘s new head office which sits smack in the middle of this highly coveted shopping area.

Also designed by architecture practice COM, a long-time collaborator of the brand, the retail space measures 310 sqm. (3,337 sq.ft.) divided between two uncluttered and light-filled spaces. As said, the store has an airy and open atmosphere, thanks to the fact that most furnishings and fixtures line the walls and windows. In one section, the latter comprise timber with a marbled motif, captured by either wall panels with suspended shelving and clothing racks, or shelving and display units, all laden with thisisneverthat merchandise, and additional storage cabinets and a display table crafted from untreated timber. The fitting rooms are situated in the mid section of the premises, in a niche demarcated by marbled flooring. The store’s other section sees a tad more furnishings in the form of an elongated ceiling-suspended metal clothing rack, an equally stretched shelving unit lining the windows, which ties in with the sales counter at the far end, and two striking display tables. The new thisisneverthat store stocks the brand’s full range of apparel, accessories, bags, shoes and collaborative items. © superfuture