Given the discerning sensibilities, endless variety of offerings, and last but but least, an affluent demographic, retail in Seoul is next-level, and to such an extent, that even mid-range and premium brands make an effort to resonate with young consumers. You’d think that for a leading global brand such as H&M it would be a piece of cake, but they too go the extra yard, especially in Seongsu, a highly fashionable, fast-emerging shopping area in the city. The Stockholm-based retailer secured an existing, modern three-storey building, and had it redeveloped and designed by SKYnoa, an architecture and design practice based in Shanghai and Hong Kong. Inspired by layered curtains, the front and side of the building are wrapped in undulating semi-transparent glass, oozing mystery while also arousing curiosity.

The chosen design theme, best described as ‘A Stage for One and for All’, has resulted in a series of theatrical settings which not only aim to resonate with the savvy target demographic, but also aim to reflect the neighbourhood’s newly gained stature as a stage for design-led concept stores, cool art galleries, and happening cafés. Mind you, the aforementioned curtained façade in fact symbolises the opening of a stage, inviting shoppers to step onto their own personal stage when entering the premises. The main entrance of the H&M store features an ampersand shape, which forms part of the brand’s logo, symbolising its gradual shift to a high-quality lifestyle brand. Upon entering the store, shoppers find themselves in an H&M signature red staircase that’s aptly reminiscent of a theatre’s intermission.

Accordingly, the design unfolds like a theatrical journey with each floor offering a distinctly new setting in the exploration of personal styling. The ground floor is inspired by a flexible stage, and as such, it displays a curated selection of H&M products. A highway railing has been reimagined as a striking sculpture while also serving as a product display. One floor up, floor-to-ceiling screens create a labyrinthine setting of various display nooks, while a suspended knotted artwork takes centre stage. The top floor arguably presents the most retail-looking setting, featuring a variety of furnishings and fixtures of timber and steel. The structure’s concrete shell forms an integral part of each of the settings. Last but not least, right behind the store a blue car-themed garden can be found which is a nod to the neighbourhood’s auto repair history. © superfuture