Crafting a Dynamic Environment

StudioPractice, renowned for its multifaceted approach to design, undertook the task of creating the second flagship store for Hatching Room in Seongsu-dong, Seoul. Recognizing the ever-changing nature of the fashion industry, where new collections are introduced each season, the design team conceptualized a flexible ceiling system that enables versatile display arrangements. By installing a metal grid structure on the exposed concrete ceiling, coupled with movable prefabricated hangers, the brand can effortlessly showcase its latest creations while adapting the spatial layout as needed.

Spatial Composition and Functionality

Divided into three distinct zones, the flagship store offers a carefully curated experience for visitors. The main display area serves as the focal point, allowing garments to take center stage in an environment designed to evoke curiosity and exploration. Complementing this space is a multifunctional area housing a counter, dressing rooms, and a cozy waiting lounge, seamlessly blending functionality with aesthetics. Finally, a dedicated warehouse space provides storage for inventory, ensuring seamless operations behind the scenes.

Expressing Brand Identity

Infused with an industrial aesthetic, the interior design of the store celebrates the raw beauty of the existing concrete structure while incorporating contrasting metal accents. This juxtaposition of textures and materials not only pays homage to the brand’s identity but also creates a visually captivating ambiance that resonates with visitors. From the subtle patina of the concrete walls to the sleek lines of the metal fixtures, every detail is meticulously curated to evoke a sense of sophistication and authenticity.

The Hatchingroom Flagship Store in Seongsu stands as a testament to StudioPractice’s commitment to innovation and creativity in retail design. By reimagining spatial possibilities and embracing the brand’s ethos, the studio has crafted a dynamic environment that transcends the traditional retail experience, inviting customers on a journey of discovery and inspiration.