WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

WGNB’s new concept store in seoul

 

Design and architecture studio WGNB has crafted The Isle for the Korean cosmetic brand Innisfree, offering a fresh take on beauty retailing within Seoul’s urban landscape. Embracing the theme of an imaginary island where there is potentially no flat plane, the project reflects its landscape within an urban setting. The contour lines of the island are reimagined as various elevated levels, forming platforms, seating areas, and tables within the space. Meanwhile, large rocks delicately dress the columns or stand independently, evoking a natural ambiance and creating an exciting interplay of voids and solids alongside the exposed roof. The design introduces a pristine touch, where bursts of green contrast against the white color palette that envelops the entire space. The intentional use of natural elements breathes a refreshing character into The Isle, creating an atmosphere that merges modernity with the serenity of nature.

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks
all images by Yongjoon Choi

 

 

Infusing indoor spaces with the essence of the outdoors

 

The Isle stands as a creative addition to the retail scene, where beauty, creativity, and a hint of nature converge within the city’s bustling atmosphere. Departing from the usual retail setup, the store incorporates raised platforms, seating, and tables, creating an unconventional yet inviting environment for exploration. Utilizing innovative BACE (Byucksan Autoclaved Cement Extrusion) panels —commonly used in architectural facades— the store’s interior combines durability with an essence of the outdoors. This design choice by WGNB aims to infuse a touch of nature into the urban setting, offering customers a different shopping experience. Besides hosting Innisfree’s skincare and cosmetic products, the store integrates a café setting, allowing shoppers to enjoy beverages and food while exploring the products.

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

 

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks
an engaging experience inspired by an imaginary island     

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks
the island’s contour lines are reinterpreted into different raised levels that are developed into platforms, sittings, and tables

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks a fresh palette of whites intertwined with bursts of greenery

wgnb-the-isle-seoul-designboom-18003

blurring boundaries between indoors and nature

   

WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

wgnb-the-isle-seoul-designboom-18000
WGNB's beauty store in seoul recreates imaginary island landscape with giant rocks

 

 

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project info:

 

name: The Isle _ Innisfree Seongsu Flagship Store

designer: WGNB | @wgnb.kr

design team: Minwoo Yang, Chaewon Seol, Hyeyoon Jeon

location: 11, Seongsui-ro 7ga-gil, Seongdong-gu, Seoul, South Korea
area: 573.73 sqm
photographer: Yongjoon Choi

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