Seong-su district of South Korea is one of the places which has undergone a dramatic transformation before and after the pandemic.

Mark Gonzales, a street fashion brand, is one of the labels under client TNH, and the founder of the brand Mark Gonzales himself is a renowned worldwide skateboarder and a free-spirited artist.

The brand which signifies freedom, has opened a pop-up store in one of the most popular sites in Korea, Seong-su district. NiiiZ Design LAB executed the design of the project, and the designers have implemented the fading away stories of everyday life into the pop-up store visuals.

Also, the client requested to showcase the fashion brands by continuing the pop-up store, which allowed the designers to present vanishing mundane spaces in our everyday lives. The staff tried to depict everyday spaces such as game arcades, small markets, auto repair shops, and public saunas by incorporating each brand’s identity in a witty manner.

The designer’s bold intentions are visible from the façade. A wide-scale wrapping used for cars envelops the exterior of the building. Also on the inner space of the covering, the team added the brand symbol so that the silhouette of the logo would be visible from the outside. The team avoided having to rip the covering layer by creating an easy on & off replacement method for the outer covering for convenient renewal.

On the first floor of Mark Gonzales pop-up store, the design concept is based on everyday space, particularly a small auto repair shop and car wash. Design elements were implemented in machinery brushes found in car wash and tools, which humorously incorporated using only yellow, a signature brand color of Mark Gonzales, to express the concept.

Space on the first floor exists without any other entrances, and instead, the transparent vinyl curtains commonly used in car washes and factories were used to open up the facade of the building for easy entrance. Pop-up space on the second floor can be accessed only through the first floor, the room vividly shows the brand concept by utilizing a street vibe and the incline of the skateboard track, which is the main motif of the brand.

Additionally, props such as street sign-inspired hangers and the ramp normally referred to as a pipe, were combined with street paintings. Also, items like steel grating often seen on sidewalks and sewer covers were incorporated to depict the brand's freedom and street culture mood.

Like this, Mark Gonzales pop-up store in Seoung-su is a project which adds color and life to bland industrial streets and confronts the vanishing of everyday life spaces due to the pandemic and capitalism in a witty manner.