Avenuel, South Korea’s leading luxury department store, aimed to modernise the design of its interiors to appeal to a new generation of luxury shoppers. Collaborating with the client, we created a dynamic hybrid model spanning seven retail levels, breaking away from traditional segmented layouts. The fifth floor, targeting younger customers, adopted a dynamic borderless concept.
Around the central atrium we used a series of overlapping radial lines to create a grid which informs the ceiling and floor design. The ceiling features metallic and illuminated diamonds, while the floor boasts a poured cement surface with gold inlays within cracks following the gridlines, all sealed with a durable gloss resin top layer. Further from the atrium, the grid becomes less intense and reveals an exposed ceiling, granting brands a high degree of self-expression.
Despite its dynamism, the design adheres to geometric principles, ensuring cost-efficiency and ease of construction through repetition. Our approach offered Avenuel a contemporary, playful, dynamic and bold solution, appealing to a new generation of luxury shoppers.
Client
Lotte Shopping
