WWD.com/globe-news/designer-luxury/lim-staking-his-ground-in-seoul-2337982/
Leong Leong Architects’ rendering of the interior of Phillip Lim’s new Seoul store.

Phillip Lim has set his sights on Seoul, and his new store there is designed to make shoppers take a closer look.

This story first appeared in the October 8, 2009 issue of WWD.  Subscribe Today.

Through a partnership with Shinsegae International Co., the designer will open a futuristic looking 3.1 Phillip Lim boutique Oct. 16 in the Cheongdam Dong district — the first unit in South Korea. The opening will mark the fourth store for Lim, who also has shops in New York, Tokyo and Los Angeles.

“Seoul is one of the world’s most dynamic and progressive cities, and I feel very fortunate to be able to open my second international store here,” Lim said. “My Korean customers have been very supportive since the beginning so I wanted to provide them with a complete and total vision of the brand through a unique and luxurious shopping experience.”

In addition, the Seoul Collection, Korea’s biggest fashion event, has invited Lim to open fashion week Oct. 16 with an encore spring show.

Lim’s new address is in an area that houses more than 50 other stores and 30 art galleries, and is near the upscale Galleria department store. The neighborhood is popular with affluent young professionals attracted by Cheongdam Dong’s galleries and top-notch shops.

Shoppers in Korea will find the entire 3.1 Phillip Lim range — the women’s collection, men’s wear, kid by Phillip Lim and the organic Go Green Go collection. The designer’s accessories will also be on display including shoes, belts, bags, seasonal signature runway jewelry and special collaboration projects.

Building on the modernist design they created for the West Coast store last year, Leong Leong Architects, the New York-based firm run by brothers Christopher and Dominic Leong, have created a four-story, 5,850-square-foot space, giving the 40-foot façade a gradient quality with concrete tiles that create a pillowlike effect. Further enhancing the exterior is a series of apertures taken from the 14 stars in the constellation of Virgo. Indoors, shoppers will find a few curved walls that create a series of spaces and unexpected interplays with the clothes.

Through an ongoing collaboration with Korean artist Wook Kim, wallpaper inspired by ancient Korean ceramics decorates the store’s interior. There is also a wall with a conical texture that features a constellation of brass stars. The interior perimeter is framed with mirrors, which appears to double the sequence of spaces.