Ader Error sacrifices window merchandizing in its renovated Ader Seongsu Space, instead prioritizing a gallery-like shop floor to keep customers coming back.

Key Features

In celebration of its ten-year anniversary, South Korean clothing brand Ader Error has renovated its Ader Seongsu Store, putting its newest collection, as well as a range of archival garments, on display. The store is located at the intersection of two streets, with its façade defined by large, arched windows and red bricks matching those of the surrounding buildings. Upon entering the store, visitors are immersed in a bright, futuristic scene defined by silvery white tones and metallic surfaces. The ceiling, made almost entirely of LED panels, illuminates the shop floor using haphazardly spaced lights glowing behind a translucent screen. Rather than filling the space with clothing rails and display tables, the designers leave it open and introduce several enigmatic sculptural works.

After passing through this curated sequence of immersive installations, visitors reach the second half of the ground floor, where items of clothing are displayed on sleek metallic tables and rails. With warmer lighting, varied textures and a more playful colour palette, this section of the store counterbalances the polished feel of the entrance space while maintaining a coherent visual language. The shopping experience continues on the first floor, where visitors can try on garments in bright, spacious fitting rooms ringed by floor-to-ceiling mirrors.

FRAME’s take

We’ve covered the immersive shop experience and how Gen Z is demanding escapist retail, and the trend is nothing new. But Ader Error's Seongsu Store shows that prioritizing these types of experiences over traditional, sales-oriented spatial layouts remains a goal for retail brands. As Rains did in their merch-free Aarhus storefront, the designers sacrifice rack-lined windows, encouraging unobstructed views into the space from two streets at once. The entrance hall becomes a gallery-like display room, where visitors can lose themselves in a technology-driven performance of light and colour. With garments occupying a second room deeper in the store, Ader Error prizes experience over transaction, building meaningful, perhaps more long-lasting relationships with shoppers.