Multi-brand store XYTS combines a varied range of textures with unique merchandising installations distinguished by a neon orange finish.

The Frame Awards 2020 People’s Choice Winner for Designer of the Year has done it again. And by ‘it’, we mean no small feat: create an eye-catching environment that helps to expand the boundaries of retail design. The latest completion of South Korean practice WGNB is XYTS, a new multi-brand shop in Seoul which sells products from over 100 contemporary fashion retailers. It is one of fashion and lifestyle leader Shinsegae International’s 860 stores worldwide.

A large interior cut into sections by curvaceous fluorescent orange installations, WGNB imagined XYTS to take shape as a ‘moulding cocoon’. Swirling asymmetrical carpets in the hue placed upon dark wooden flooring lay the groundwork for perforated metal structures which rise and coil. These builds form pavilions to showcase a variety of collections. They help XYTS to highlight collaborations, too – one of the unmissable areas is dedicated to showcasing a range from Danish brand Ganni.

WGNB played with a variety of materials, textures and finishes to give the space its immersive quality. Wood-planked ceilings, a plentitude of mirrors and a marble-panel wall in the lounge and fitting area, which is filled with soft-upholstered, organically shaped furniture and decorated with graphic art. Bespoke translucent acrylic furniture, such as shelving and small tables, are the result of a collaboration with the Seoul-based artist and designer Rahee Yoon. Defined by sharp, clean lines, these pieces can be found throughout, for example in a central passage framed by two concrete archways.

Two more recent projects of note from WGNB include Chapter One and Papyrus, both of which are located in Seoul’s premier residential complex Nine One Hannam.

Location 442 Dosan-daero Gangnam-gu, Seoul, South Korea