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Brief Published: 6 May 2011

Paul Smith, Seoul


Fashion brand Paul Smith has opened its third store in Korea with a futuristic-looking flagship in Seoul. Housed in an imposing smooth white building, the store features a sloped roof with a pattern of round skylights at its peak.

The three-storey structure in the upmarket Sinsa-Dong neighbourhood houses different collections on each floor, with interiors themed to suit each one. The futuristic exterior is balanced internally with retro fixtures, fittings and design features from the 1950s and 1960s, reflecting Paul Smith’s ‘classic with a twist’ manifesto.