Following the success of the Young Contemporary department (completed September 2015), Shinsegae Group again approached Shed for the interior architecture and interior design of its first destination dedicated to children.
Located on the 10th floor of the prestigious Gangnam department store in Seoul, South Korea , the 50,000 sq ft scheme caters for mother and baby up to early teens. The brief was to create an imaginative experience for children’s retail and playtime, for parents and families.
How do we capture a child’s imagination? Tell them stories... Our concept is based around well-loved children’s stories, including ‘Little Red Riding Hood’ and ‘The Tortoise and the Hare’. These classic stories inspire a series of abstract environments that define each retail category.
The perimeter treatment is a calming envelope of soft curves in neutral materials, with a custom flowing fin design.
There is a baby lounge inspired by ‘Three Little Ducks’, with soft play zone and communal baby classes, where babies and toddlers can be looked after whilst parents shop or dine.
The completed project broadcasts a strong statement of ambition from Shinsegae and their desire to be at the forefront of retail design and experience in Korea.