Juun.J Flagship Store by WGNB

Photographer: Yongjoon Choi

The project is for the first flagship store of the fashion brand, Juun.J. The store is divided into two floors; women’s wear, café and garden are located on the first floor, and men’s wear is located on the second floor.

In the traditional buildings in the East, the whole building structure is often hidden under the deep and wide shade of the large roof and the awning. The shadow created by the roof and awning is the darkness of the space, and the black within the space.

In expressing the brand color of Juun.J, “black” in spatial language, we used light and shadow as a main source in creating black within the space, instead of simply painting the space in black. Then, we applied diverse materials that are innately in shade of black to create space with rich and profound texture variation.

The shape of the architecture is composed of circle, triangle and quadrangle, and is designed with the concept of dark matters of the universe. The circular garden is filled with natural light drawing a striking contrast with the dark matter.

Overall, Juun.J’s flagship store’s uncertain architectural form is like a shadow that is without exact shape and form. We believe that Juun.J’s architecture resembles to Juun.J as the brand evoking endless curiosity to people.

“Black is a symbolic color of Juun.J and the most beautiful shapeless existences is shadow, which is also black.“

In an attempt to use black color within the space, we designed the store with hanging objets that cast shadow. The shadows are displayed in different shades of black. Even in the whitest space of the store, women’s wear on the first floor are composed of various density of darkness; clothes are hung and displayed in the darkness.

The space for the café on the first floor is composed with different levels of darkness through natural light dramatically penetrating from the ceiling opening. And, eaves stretching toward the garden blocks direct natural light, therefore visitors in the café can enjoy the picturesque scene with a floating tree in the garden casting shadow.

Design Team:

WGNB
Lead Designer: Jonghwan Baek

Client: Samsung C&T Corporation

Photographer: Yongjoon Choi