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LOCATION ▸ SEOUL

CLIENT ▸ MAISON MARGIELA

YEAR ▸ 2025

STATUS ▸ COMPLETED

PROGRAMME ▸ PERFUME STORE

COLLABORATORS ▸ -

PHOTOGRAPHER ▸ -

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PROJECT SYNOPSIS ▾

A WHITE BLOCK

WITHOUT DECORATION AND SYMBOLS, A PURE WHITE BLOCK IS THE FIRST DECONSTRUCTION OF THE SITE. FROM AN ARCHITECTURAL POINT OF ORIGIN, WE CAREFULLY BALANCED LIGHT AND WEIGHT, VOID AND SOLID. THE WALL AND THE OPENINGS FORM A RIGOROUS COMPOSITION. A NEW ORDER RECONSTRUCTED AFTER THE DECONSTRUCTION, JUST LIKE MAISON MARGIELA'S REDEFINITION OF FASHION AFTER THE REBELLION....

ATTRACTION

WE CHOSE TO MAKE OPENINGS IN A RESTRAINED WAY TO AROUSE PEOPLE’S DESIRE OF PEEPING, CREATING AN IMMERSIVE CONSUMER EXPERIENCE. THE COMPLETE FORM OF THE BUILDING ALSO CREATES A DIFFERENT ATMOSPHERE BETWEEN INDOOR AND OUTDOOR, WITH A WARM ATMOSPHERE BEHIND THE STUNNING ARCHITECTURAL FIGURE.

NON-COMMERCIAL IN THE COMMERCIAL ENVIRONMENT

IN A COMMERCIAL AREA FULL OF BILLBOARDS AND LARGE WINDOWS, MAISON MARGIELA SHOULD QUESTION THESE CONVENTIONAL COMMERCIAL METHODS AND GIVE A PIONEERING ANSWER. INSTEAD OF A SALES-ORIENTED RETAIL SPACE, WE WANT TO CREATE A PLACE WHERE PEOPLE ENTER SPONTANEOUSLY AND CAN EXPLORE AT THEIR OWN PACE, JUST LIKE A MUSEUM.

LANDSCAPE

THE COURTYARD IS DEFINED AS A WHITE SOLID JUST AS THE BUILDING ITSELF. THE GROUND BECOMES THE EXTENSION OF THE FAÇADE. THE SQUARE OPENINGS DEFINE VARIOUS GREEN SPACE, WHERE ORNAMENTAL POTTED PLANTS ARE PLACED AFTER CAREFUL PRUNING TO CONVEY THE LOCALITY OF ASIAN GARDENS, AND THE FIXED SHAPE HELPS WITH THE MAINTENANCE OF THE LANDSCAPE. THERE ARE NO FIXED PATHS IN THE COURTYARD, SO PEOPLE CAN WALK FREELY BETWEEN THE OPENINGS. FOUR FLYING “CHAIRS” RISING FROM THE FLAT GROUND BECOME OUR SECOND DECONSTRUCTION OF THE SITE. THE CURVED SURFACE IS ALSO A DECONSTRUCTION OF THE REGULAR SITTING POSITION. PEOPLE CAN ENJOY THE COURTYARD SPACE WITH WHATEVER POSTURE THEY WANT, CONTINUING THE PRODUCT NARRATIVE OF LAZY SUNDAY MORNING PERFUME.

建筑模型渲染

项目延续了我们对于商业品牌内核的思考，通过建筑语言对其关键特质做出创造性的诠释。解构和反叛是MAISON MARGIELA的品牌底色，没有装饰和象征，一个纯净的白色体块是我们对场地的首次解构。从建筑学原点出发，我们细致地推敲轻与重、虚与实，使实体与窗洞呈现严谨的构成，成为解构之后重构的新秩序，正如MAISON MARGIELA在反叛之后对于时尚业的再定义。

吸引力

我们选择克制地开窗，最大程度地激发人们的窥探欲望，吸引人们进入，最终形成沉浸式的消费体验。完整的形体也使室内和室外呈现出截然不同的气质，鲜明的建筑形象之下蕴含着温暖的室内氛围。

商业环境中的“非”商业

在一个广告牌、大橱窗遍布的商业街区，MAISON MARGIELA应当对这些常规的商业手段提出质疑，给出先锋性的答案。不同于销售导向的零售空间，我们更希望人们走进的是一家博物馆，人们自发地进入探索，自在而惬意。

景观

花园设计同样应用建筑语言，被定义为建筑的延伸。大尺寸的板片定义了非常规的路径，完整的形体具有清晰的存在感。观赏性的植物在精心修剪后被放置在绿地中，传递亚洲园林的在地性。平整的地面中升起两处造型飞扬的“椅子”，是我们对场地的第二次解构，自由的曲面同时也是对固定坐姿的一次解构。人们不受拘束地享受庭院空间，延续LAZY SUNDAY MORNING的产品叙事。

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PHOTOS ▾

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DRAWINGS & DIAGRAMS ▾