ShowCase: 3.1 Phillip Lim Seoul Flagship Store

The second flagship store designed by Leong Leong Architecture for 3.1 Phillip Lim is located in Cheongdam-Dong, Seoul’s premiere fashion district. In a period of eight months, Leong Leong designed and oversaw the construction of the 550-square-meter store in an existing four-story building.The Flagship Typology - Sameness vs. DifferenceThis project is a single store within 3.1 Phillip Lim's global roll-out campaign, which will include many international locations. Aware of the inevitable repetition that is necessary for such a commercial expansion, we thought of the typology of a flagship store as being characterized by the simultaneous need for sameness and difference. Typically, the consistent repetition of brand traits is necessary to reinforce an identity, while novelty can refresh the aura and desire for the brand. In this particular case the client, a relatively new fashion house launched in 2004, emphasized the need to establish a legible consistency in order to unify the different existing stores in New York, Los Angeles, and Tokyo. http://archinect.com/features/article.php?id=94255_0_23_0_M