London streetwear brand A Cold Wall has opened its first retail store at Hyundai Coex department store in Seoul, South Korea; a second is already planned for the first quarter of the year. Both stores will be concept stores developed in collaboration with South Korean fashion consultancy and importer Modern Works.
“The Hyundai store references well-known principles of modernity, modularity and systems-based design as the driving forces behind its distinctive architecture,” the brand said in a press release.
The 60-square-meter store is located on the third floor of the department store and is part of the International Designer Boutiques department. Designer and founder Samual Ross’ knowledge of industrial design has been incorporated into the store’s aesthetic, which embraces the brand’s visual language to create an innovative space with a wide range of clothing, accessories and exclusive products.
“This first store-in-store offers the chance for a physical manifestation of ACW history and brings to life Samuel Ross’ unique vision,” adds A Cold Wall.
Most striking is the bright orange color, which the brand says “creates a noticeable energy throughout the room” and “signals positive intentions.” Inspired by CAD frameworks, the linear forms and graphic lines of the displays intersect with gently rounded signage.
Korean artist and designer Lee Kwang-ho was commissioned to create a series of bespoke pieces for the Hyundai store-in-store, adding a unique character to the space. Reimagining everyday objects with a playful approach, Lee created a sculpture and seating for A Cold Wall’s first store.
Along with Modern Works, A Cold Wall will open a second store-in-store in Seoul at Lotte Department Store in Jamsil this March, continuing the brand’s expansion into an “influential and forward-thinking market.”