Dolce & Gabbana Opens a Dramatic Flagship in Seoul

The new Dolce & Gabbana boutique in Seoul is an architectural ode to the blending of tradition and innovation. Located at Cheongdam-dong in the luxury retail Gangnam District, the flagship store was created in partnership with the Ateliers Jean Nouvel studios for the architectural design and Jean Nouvel Design for the interiors.

The building, located on the main luxury retail street of Seoul, features a dramatic façade with a cylinder of extra-clear glass set between four corner pillars made of black granite. Large convex glass façades on two sides of the building offer passersby an overall view of the Dolce & Gabbana collections preserved within it. The light transparency of the glass and the intense black “chase each other in a game of mutual references that moves from the outside into the heart of the store,” according to the design firm.

Inside, the store’s four floors are connected via a single large spiral ramp, clad in mosaic Nero Marquina marble. Shoppers are drawn upstairs by a captivating lighting system and the dramatic staircase vortex to discover the different collections on each floor. The interior design is minimalist, with various shades and finishes of black dominating the space. Glossy black glass, gray concrete and black anodized aluminum interact with the warm nuances of mango wood to create a welcoming and sophisticated environment.

The main display system, which extends over the entire spiral ramp, consists of a succession of modular elements to which shelves and rods are affixed at different heights. The result is a swirl of objects that appear to float following the direction of the spiral slab. Corners and loggias created inside the black granite volumes offer additional spaces for displaying products and intimate dressing areas.

The experience continues on the rooftop terrace, where a lounge welcomes customers with a contemporary feel. Surmounted by a large semi-circular canopy, the furnishings, combined with elegant black metal seats and a sinuous granite bar counter, set the scene for conversation and relaxation.