London Underground, the world first subway system with a history spanning 160 years, has been licensed by the Korean apparel company Handsome to launch a street casual brand named "London Underground." This brand embodies the innovative spirit of the "underground" transportation system, known as the Tube, which broke the traditional notion that all transportation must occur above ground. In celebration of this launch, Shoemakers has designed a highly innovative concept for a pop-up store.

Innovation and Creativity
The London Underground serves not only as a platform connecting stations but also as a symbolic place that bridges the past and present while touching the daily lives and stories of Londoners. We recognized that the Underground, which redefined the concept of ground level, has made our lives faster and more interconnected. We aimed to showcase this discovery through our spatial design. Under the brand's slogans "Life from a Tube" and "Expected Heritage," we created an "unexpected baseline" by redefining the meaning of ground level, designing a large, unconventional space that evokes the feeling of an underground tunnel even though it is above ground. This non-ordinary space experience leaves a sensory imprint of the brand on visitors. Additionally, by incorporating the brand's key color, Pale Green, into essential materials, we established a unique heritage that is both classic and fresh.

Functionality
The narrow, maze-like spaces serve not only to evoke the image of the Underground but also to make the 230m2 area, including outdoor spaces, feel more cinematic in terms of customer sequence. The central courtyard, reminiscent of an outdoor stage, indirectly conveys the sense of liberation and freshness experienced when ascending from the subway to the ground. The fixtures were developed to accommodate various events or displays, in line with the nature of a pop-up exhibition space, aiming for an exhibition-style pop-up rather than a typical one.

Sustainability
The London Underground brand, with "Life from a Tube" and "Unexpected Heritage" as key phrases, reinterprets past heritage from an unexpected perspective to create a mise-en-scène space that brings the scenery of the London Underground into everyday Korean life. By preserving the existing building and using a double-layer method, the contrast between the original structure, the courtyard, and the modern materials of the Underground creates a highly engaging continuity.