Seoul continues to blow our minds with innovative retail concepts, and the latest to do so, is the new flagship store of UVU. Founded only in 2017 by London-based entrepreneur and avid running aficionado Adi Gillespie (1990), the running-inspired men’s sportswear brand initially launched a number of pop-up stores in marathon-hosting cities across the planet, including New York City, Milan, Paris, and also Seoul. But as of earlier this week, UVU has a permanent flagship store, its very first, in today’s most happening shopping area of the South Korean capital—Seongsu. The retail space occupies approx. 400 sqm. (4,306 sq.ft.) set across two levels of a three-storey, former industrial building in a quiet corner of the neighbourhood.

Designed by two-fold, an architecture practice and longtime collaborator based in London, the building’s original concrete-and-brick shell has been largely retained, and is even embedded in the interior design. The façade of the UVU store sees some visible tweaks which hint the sleek modern interventions that can be found indoor. The ground floor, used as a reception and event space, currently ushers shoppers inside with a multimedia installation, while the actual store is situated one floor up. Upon entering, a light-filled open space unfolds, framed by concrete flooring, partially dipped in a matching white hue, and a lightly touched-up concrete ceiling.

The visual dynamic of the UVU store is anchored by a seemingly inserted curved wall, fitted out with a single rail to display clothing, and straddling almost the entire breadth of the space. A robust elongated display aligns with the aforementioned volume, while another similar display is positioned perpendicular and lining the façade. Lighting is functional, and further accentuates the minimalist design codes, comprising merely light spots attached to the curved wall, sleek linear light fixtures lining the façade, back wall, and central row of bare concrete support pillars, and last but not least, a large-sized circular ceiling light. The new UVU store stocks the full range of performance apparel pieces and accessories, in addition to a special capsule collection created for the store launch. © superfuture