Based in the South Korean capital’s Itaewon neighbourhood, the store is aimed at giving clients a warm, relaxing shopping experience.

Key features 

The 1,015-sq-m, LEED-certified shop is named Gucci Gaok, after the Korean word for traditional home. Designed to emulate the sort of intimacy normally found in residential environments, the space joins heritage elements with Gucci’s ‘contemporary eclecticism’; the fashion brand describes it as a place where ‘tradition and modernity mingle’. Each of the four floors were envisioned individually to represent different aspects of Gucci’s world: indeed, futuristic open-plan interiors merge with classical ones, taking visitors through a multifaceted journey and an array of design references. Gucci Gaok’s façade – a manifestation of an imaginary forest – was devised by Korean artist SeungMo Park. Park’s work plays on ideas of illusion and reality, a theme reflected also by the juxtapositions indoors.

Frame’s take

Gucci Gaok is no doubt an inspiring example of bricks-and-mortar retail, but the storyline that drives its design concept could be more apparent in the interior. We’d love to see the nods to traditional Korean residential design a little more clearly here: consumers are increasingly looking for hyper-local experiences and emphasizing those elements as core features of the space could go a long way in enabling visitors to feel they are connecting with the culture. All in all, though, the fashion brand succeeded in creating an extremely immersive and engaging retail destination that valuably prioritizes an atmosphere of exploration and discovery.