Seoul, South Korea – ‘The facade design is in essence serial and somewhat minimal,’ said the namesake founder of the multidisciplinary design studio Rafael de Cárdenas/Architecture at Large. He is speaking about RDC/AAL’s frontage design for Kenzo’s newest flagship, located in the active commercial area of Gangnam. Along with Kenzo creative directors Humberto Leon and Carol Lim, the studio created a face that speaks to the playfulness of the brand, while building a representation that stands out from the many neighbouring stores.
Lime green, a colour favoured by the French brand, has been used liberally in the design of their classic tiger sweatshirt, and even was the hue of choice for Michelle Obama’s Kenzo gear on her first visit to Tokyo. Naturally, Cárdenas employed the vivid shade for the 862 conical shapes that represent the thread spools of fashion construction – identifying the tools of process essential to the trade. The design studio also chose to expose the powder-coated metal grid that behaves as the attachment system for the installation, as a way of interpreting the physicality of brick-and-mortar stores in a digital age.