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The shop floor of the department store has increasingly become a cluttered no-man’sland, no more than a space between competing branded concessions. Howard Watson describes how at Lotte, a department store in Seoul, South Korea, Universal Design Studio has applied its subtle decorative design style – first launched internationally in the Stella McCartney stores – to unifying effect. Following the acclaim of the Stella McCartney store designs, London-based Universal Design Studio was approached by Lotte to help redesign the interiors of its five-storey department store in the Myeongdong district of Seoul, South Korea. At the same time as understanding that a modern-day, upmarket department store must compete with boutiques while offering its own cohesive, curated and branded experience, the practice addressed one of the major problems that have long compromised department store interiors: how to explore the drama of a large space while resisting the visual monotony that beleaguers the genre and makes it the poor cousin of fashion retail design. The collaboration with Lotte began in 2005 with the commission to redesign just half of the 1,000-square-metre (10,764-square-foot) fifth floor, but Universal’s success in introducing a type of retail experience quite foreign to Korean fashionistas has led to the redesign of the third floor, completed in winter 2006, followed by the second half of the fifth floor, which is due for completion in spring 2007 and will include a café/restaurant area. Fashion retail in Seoul is very brand led and, previously, Lotte had followed the established template of dividing the department store into brand-orientated boxes. The operations of Lotte are so diverse – it is as famous for its mineral water as it is for selling clothes – that it is virtually a ‘non-brand’: in contrast to Virgin, it successfully traverses genres by stepping back from a forceful, cross-sector identity. Consequently, the department store had little identity beyond the franchises it housed, and this suited the local retail mindset: wealthy Seoul shoppers expect branded boutiques rather than a desegregated, multibrand experience where they can graze. Unusually in an era where the motivation of much high-profile retail design is to create individual pockets of experience as a reaction against the homogenous whole, Universal Design Studio needed to break down the barriers and extend some idea of The design of the luxury accessories section on the third floor, completed in 2006, is highly geometric, with almost all elements based on a triangular form. The Corian shoe displays tilt up towards the customers.
Beetle-ipos 12. 1"m onitor key board key board Beetle-ipos 12. 1"m onitor pr in ter pr in ter pho ne tissue 1000 x 700 tissue 1000 x 700 pho ne C L Plan of the first phase of the fifth-floor development, with Universal Design Studio’s new gallery, including three screened rooms, in the lower central section. DN UP UP FROM 4F DOWN TO 4F DN UP mirror This spread and overleaf: Two of the ‘rooms’ in the fifth-floor gallery, with the same irregular, crisscross pattern used for very different effects.
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