Givenchy flagship store

The flagship store in Seoul is housed in a separate building located in the thriving shopping district of Gangnam-Gu.

The boutique has an area of about 400 square meters on three levels and offers an exhibition of women's fashion, accessories, and men's fashion.

The guidelines of the concept were taken from the Paris boutique designed by Riccardo Tisci, developing that theme for the first flagship store of the Maison in Asia.

Piuarch expanded that spatial concept introducing the new concept materials: marble Calacatta salanoir, stone Basalt, which are side by side in different elements to create a stylish spirit with strong contemporary appeal. As always there is great attention to details, to express trough space and materials the identity the brand.

Particular importance is given to the internal staircase covered in marble Sahara noir, off the wall with ramps that go in different directions.

THE CONCEPT OF THE FAçADE

Designed as a sort of enclosure - a second embossed skin as an expression of a urban identity - the façade was created to evoke the distinctive tailoring "T cut" that characterizes the style of the French brand. The ashlar surface made of electropolished steel plates creates reflection effects that change depending on the light and interact with the surrounding landscape. This peculiar skin is inspired by the Optical Art and by the characteristic use of fabrics that Givenchy made in the latest collections.

- Inside the cut, at the upper corner of the building, it appears a surface of satin brass which becomes an urban element for those who follow the great way of Cheongdam. At the same time it evokes the brand since it is a direct reference to the famous T cut style of Givenchy.

- The corrugated iron has irregular holes that in the evening light interact to continuously modify the image of the building, making it a dynamic structure and street landmark.

- Piuarch wanted to give the façade an image of high impact/influence, expressing all the elegance and identity of the brand. And in this sense Piuarch tried to match an urban approach to what is a tailoring use of materials. The result is a glossy black cube resting on a ground floor fully glazed.

- The external skin of the building has a relief surface in curved/domed metal, the light reflection provides optical effects all over the façade during the day and change the perception that sometimes seems to be like a movement. The result is a suggestive kinetic optical effect.

- The concept of the façade made of these ashlar elements takes inspiration by the design research that characterize the style of Givenchy.

- Piuarch also searched for reference on the Italian art movements of the 60s: Lucio Fontana and Enrico Castellani above the others. Reference to the period of Italian optical art, who then was the golden period of Hubert de Givenchy

- The point of contact between Italian optical art and the brand is also in the work of Riccardo Tisci, whose work is pervaded by continual reference to the artistic movements.