In the vibrant district of Seongsu-dong, Seoul, StudioPractice unveils its latest masterpiece: the second flagship store of Hatching Room. Renowned for their versatility in architecture, interior design, and object creation, StudioPractice brings to life a space that seamlessly blends functionality with the brand’s identity.
Dynamic Design: Adapting to Change
Recognizing the dynamic nature of the fashion industry, where new collections are unveiled each season, StudioPractice devised a flexible ceiling system that can adapt to the brand’s evolving needs. A metal grid structure, affixed to the exposed concrete ceiling, forms the backbone of the design, allowing for the easy reconfiguration of hanging displays. Prefabricated hangers add a layer of versatility, enabling the brand to curate and rearrange the space with ease.
Spatial Composition: Three Zones, One Vision
The flagship store is thoughtfully divided into three distinct zones, each serving a unique purpose. The main display area takes center stage, providing ample space for showcasing the latest collections. Adjacent to this, a multifunctional zone combines a counter, dressing room, and waiting area, catering to the needs of both customers and staff. Completing the ensemble is a dedicated warehouse space, strategically designed to streamline inventory management and storage.
Identity Through Contrast: Revealing Traces of the Past
The design narrative is crafted to reflect the essence of the Hatching Room brand, marrying industrial elements with modern aesthetics. StudioPractice celebrates the building’s history by showcasing its raw concrete surfaces, juxtaposed against sleek metal finishes. This interplay of textures and materials not only pays homage to the building’s heritage but also serves as a visual representation of the brand’s identity and ethos.
Aesthetic Fusion: Harmonizing Past and Present
Through meticulous attention to detail, StudioPractice achieves a harmonious fusion of past and present, tradition and innovation. The juxtaposition of raw concrete with contemporary metal accents creates a captivating visual contrast, while also providing a functional backdrop for the brand’s ever-evolving collections. The result is a flagship store that not only showcases Hatching Room’s latest creations but also embodies its spirit of adaptability and creativity.
A Space of Possibility: Embracing Change
At its core, the Hatchingroom Flagship Store is more than just a retail space—it is a testament to the transformative power of design. By embracing flexibility and identity, StudioPractice has created a space that not only meets the practical needs of the brand but also serves as a canvas for its ongoing evolution. As fashion trends come and go, the flagship store stands as a beacon of innovation and adaptability, inviting customers to immerse themselves in a world of endless possibility.
Eleanor Russell
Lucas Rousseau
