25 Feb 2021 • Retail
How Dolce & Gabbana ramps up retail in Seoul with its Jean Nouvel-designed boutique
Designing both the architecture and the interiors gave Jean Nouvel complete control over the visitor journey at Dolce & Gabbana’s Cheongdam-dong store.
Over a decade after collaborating on an exhibition at the Palazzo della Ragione in Milan, Dolce & Gabbana and Jean Nouvel have once again joined forces for the Italian fashion house’s boutique at Cheongdam-dong in Seoul’s Gangnam District. Stamping the Jean Nouvel signature on both the architecture (by Ateliers Jean Nouvel) and the interiors (by Jean Nouvel Design), the creative team sought to initiate a dialogue between tradition and innovation. With its black-granite-and-glass façade, the imposing building reads like a display cabinet, both containing and revealing what’s within. This black-meets-glass gesture continues through to the interior, which revolves around a large spiral marble ramp. Running the entirety of the ramp, the main display system comprises various modular elements to which shelves and rails are affixed at different heights. Extra display space and dressing areas are housed within the four corners of the building, punctuating the upwards-oriented journey along the ramp. The experience culminates on the roof terrace, where shoppers can lounge beneath a semi-circular canopy.