It’s not only the silhouettes of South Korean fashion designer Wook-jun Jung that make heads turn. Similarly avant-garde, Jung has turned the retail spaces of his rising label juun.j into striking understated stages for his designs. Well-rooted in the homeland, juun.j has a sizeable retail network, including a flagship store in Seoul, which we covered in a previous post, and a growing number of shop-in-shops at leading department stores. A little while ago, the brand inaugurated a new shop-in-shop at The Hyundai Seoul department store, a favourite shopping destination of the city’s gilded youth. Perched on the second floor, the juun.j shop-in-shop occupies a compact unit, featuring an interior design by local design practice uneg, which is defined by restrained monotone hues and a pared-back volume.

A large media screen, attached to the volume, visually takes centre stage, beckoning shoppers from afar with branded footage. The sleek black volume, which has a glossy black finish, meanders through the entire space, naturally guiding shoppers to segments of the merchandise on display. The structure is off-set by a backdrop of matte metallic walls, featuring a single metal display rail. Additionally, evenly diffused lighting eliminates emotional excess, reducing the space to a neutral space that highlights the sculptural qualities of the garments themselves. At the back of the store, both a seating nook with a tiered glass display, and a fitting room can be found. The new juun.j shop-in-shop stocks a selection of men’s and women’s apparel. © superfuture