8 seconds of fashion

While at Gensler I led a small but mighty team from Shanghai and Tokyo for a new Korean fashion brand. They were looking to re-brand and forge a new identity that could monetize Korean street fashion in China. The strategy was to re-imagine there flagship in Seoul first and then a follow up in Shanghai.

The team and I traveled to Seoul to hold a 2 day workshop to collaborate with the design & development team as well as the fashion and marketing teams to define the brands identity moving forward and the store look and feel that would best represent that vision.

“The interior must capture the feeling of Korean street fashion through

technology and materials of the streets.”

“Everyday K-fashion with a groovy twist.”

The final concept was presented to Lee Seo-hyun of the famed Samsung family and CEO of Cheil Industries at the time.

Role: Lead Designer

Area: Seoul Flagship 1400 SQM. (4 Floors)

Built: 2016.10

Client: Samsung Fashion