A Harmonious Blend of Heritage and Modernity: The Human Made Store in Seoul
Tokyo studio I IN has created a captivating retail experience for the Human Made brand, designed by the celebrated fashion designer Nigo, located in Seoul’s Lotte Mall Jamsil. This unique lifestyle store portrays the ethos of Human Made—a homage to the past while embracing the future—through its intricate design and thoughtfully selected materials.
Embracing Korean Heritage
The striking feature of the Human Made store is its use of traditional Korean celadon tiles. Dating back to the 9th century, celadon ceramics are deeply rooted in Korean culture, cherished for their smooth finish and jade-like hue. This material choice is more than aesthetic; it conveys a sense of appreciation for craftsmanship and history. According to Hiromu Yuyama, co-founder of I IN, the celadon tiles symbolize a connection to Korea’s rich cultural heritage, effectively embedding the past within a contemporary shopping environment.
The pale green and blue tiles are arrayed in seemingly random clusters across the 216-square-meter store, creating a visual tapestry that enriches the customer experience. The subtle variations in each handcrafted tile, coupled with delicate craquelure patterns, add texture and depth, allowing these traditional materials to speak in a modern retail context.
Industrial Aesthetics Meet Natural Warmth
Contrasting the organic textures of the tiles is the store’s industrial-style gridded ceiling. Designed to evoke a factory-floor ambiance, this ceiling provides a striking juxtaposition to the handcrafted elements below. Yuyama explains that the intent was to use lighting as a defining architectural feature, creating an even illumination that enhances the merchandise without overwhelming it.
This interplay between the industrial and the artisanal is a deliberate reflection of the Human Made brand’s identity, encapsulating a harmonious fusion of styles. The light parquet wooden floor further amplifies the organic feel, grounding the space and encouraging visitors to explore every nook and cranny.
Playful Yet Meaningful Details
In addition to the sophisticated design elements, playful features are woven throughout the store. A prominent example is the incorporation of animal sculptures resembling tanuki, Japanese raccoon dogs, which serve as a whimsical nod to the nearby Lotte World, a famous amusement park. These handcrafted sculptures, made from veneer and foam, infuse the space with humor and liveliness, aligning with the lighthearted spirit of the Human Made brand.
Moreover, I IN cleverly constructed the iconic Human Made heart logo from the same celadon tiles used throughout the store. This choice not only unifies the design but also speaks to the skilled craftsmanship that defines both the store and the brand.
Location-Specific Design Philosophy
The challenge of integrating the Human Made philosophy into the context of a contemporary mall setting prompted the designers to think innovatively. Recognizing that previous Human Made stores thrived within older architectural frameworks, I IN opted for materials that resonate with local traditions rather than relying on the surrounding environment. This strategic decision allowed the store to remain true to its essence while appealing to a modern audience.
Nigo and the Human Made Legacy
Human Made, founded by Nigo in 2010, carries a legacy of street fashion innovation, having originally gained fame as one of the founding members of A Bathing Ape. Nigo’s extensive background in blending art, culture, and commercial appeal is evident in the design of this store. It not only serves as a retail space but also as a testament to the possibilities when historical artistry meets contemporary design.
As I IN continues to forge its path in architectural storytelling, this store stands as an exemplary case of how thoughtful design can evoke nostalgia while embracing modernity, ensuring that the future indeed lies in the past.
Photographic Essence
The beautiful photographs that illustrate this project capture the interplay of light and texture, showcasing the intricate details of the tiles, the playful animal sculptures, and the overall ambiance of the space. The images serve to not only document the design but to invite viewers into the experience offered within the walls of the Human Made store.
This exploration of the Human Made store illustrates how thoughtful architectural choices can evoke cultural narratives, create immersive experiences, and redefine retail environments in today’s fast-paced consumer landscape.