Gucci's new flagship store in Seoul opens in the trendy neighbourhood of Itaewon. Called Gucci Gaok, the second flagship post spans over 1,015 square metres across four floors and houses a wide selection of women's and men's ready-to-wear, handbags, luggage, small leather goods, shoes, jewellery, accessories as well as the Gucci Décor.
Itaewon, which Gucci Gaok now calls home, had historically served as a cultural crossroad, thanks to its proximity to the ancient capital city of Hanyang (present-day Seoul). Because of this, Itaewon became a vibrant and eclectic corner of the kingdom that attracted every part of this world.
This extends to the Itaewon today, highlight a genuine diverse heritage that has continue to draw in new residents from across the globe as seen in the popular Korean drama, Itaewon Class.
Opening its doors in Itaewon, Gucci Gaok pays homage to such a valuable tradition of inclusivity and its relaxed approach, coherently with creative director, Alessandro Michele's kaleidoscopic vision, celebrates self-expression and individuality.
The new flagship store takes its name from the Korean word, "gaok", which means traditional home. The space is intended as a comfortable place of respite and a warm environment to welcome visitors.
The store's facade is designed by renowned Korean artist, Seung Mo Park. He fuses his bespoke installation, inspired by an imaginary forest to explore the interplay between light and shadow. The application of wire netting layers results in a vivid symbolism that illustrates the boundaries between reality and illusion.