Founded in 1993, TIME is one of the brands in the elaborate portfolio of Handsome Corp., an influential South Korean fashion conglomerate. The latter entity is probably best known overseas for managing the multi-brand Greyhound store in Paris. But let’s go back to TIME, which as of late, boasts a flagship store, its very first, at home base Seoul. A true retail statement, TIME has gone the extra yard to further elevate its profile, picking a location in what’s arguably the plushest shopping area in the South Korean capital. Situated right across from The Galleria department store, and wedged in between the MCM and Beaker flagship stores, the new TIME Seoul outpost occupies an existing four-storey modern structure which has been entirely redeveloped and designed by London-based architecture practice Caspar Mueller Kneer. The building has been opened up, and quite literally so, and now features a façade of glass bricks, while a large cut-out across three floors allows in even more daylight.

Upon entering the ground floor, shoppers find themselves in an open space that’s understated yet warm an welcoming, featuring a backdrop of sand-coloured walls, striking terrazzo flooring, and overhead, large ceiling lights overlaid by a grid which adds a slight futuristic element to the settings. Furnishings and fixtures are few, comprising sleek steel tables with stone tops, laden with merchandise and lush potted plants, a matching circular clothing display, and a timber table and stool which tie in with the wall-mounted shelving. Adding an artistic touch to the setting is an artwork by London-based artist Michael Craig-Martin, alongside a curated selection of lifestyle pieces that reflect TIME‘s aesthetic sensibility. In celebration of the opening, ten exclusive itens are presented. One floor up, the TIME women’s collection is presented in an almost similar setting, but featuring a circular volume clad in traditional Korean roof tiles housing the fitting rooms and lined with steel clothing racks, in addition to a chunky button bar, clad in the same material, which reimagines over 30 years of TIME’s heritage through its archive of buttons.

Shoppers can customise their items by pairing them with buttons from this collection. The third floor, the menswear domain, also sees a circular tiled-up volume, but here, it’s paired with a daybed and small metal display tables. Next to the men’s collection, TIME‘s global collection is showcased here. Café TIME can be found on the fourth floor, featuring a concept which pays homage to traditional bistros in Paris. Interestingly, the interior expresses TIME‘s essence through a colour palette of blue, yellow and green. The latter hue is captured by tiles covering a central volume which is surrounded by circular and square tables with stone tops, all paired with timber chairs, and offset by a series of service counters in shiny metal. The menu’s dishes are served on tableware created in collaboration with French porcelain brand Pillivuyt and South Korean ceramic brands yido and IAAC Crafts. The rooftop features a landscaped minimalist garden inspired by the flow of time and the country’s natural beauty where shopper van sit back and recharge after a power shopping spree. © superfuture