78-89 Cheongdam-dong—a building in the heart of Seoul’s famous fashion district—was refashioned for Shinsegae International, bringing new life to a previously nondescript, brick building. The new façade creates an elegant yet strong visual presence—something that was lacking in the visual chaos of the former façade.

The strategy for updating the 4-story 16,600 square foot brick structure was to create a new skin of perforated stainless steel metal panels that sit atop the existing façade. The panels are raised above the street façade to simplify the massing above and let the retail spaces below become the focus. The metal panels extend one floor above the height of the existing building to lend a more elegant proportion to the structure while simultaneously creating a courtyard-like setting that can potentially be used as a rooftop garden, runway and more.

The new storefront tenants include UGG and Alexander Wang. Private office space occupies the upper floors.