Seoul South Korea

Traditional Korean home design and Gucci’s style meet in the brands new store Based in the South Korean capital’s Itaewon neighbourhood, the store is aimed at giving clients a warm, relaxing shopping experience.

The 1,015 sq m shop is named Gucci Gaok, after the Korean word for traditional home. Designed to emulate the sort of intimacy normally found in residential environments, the space joins heritage elements with Gucci’s contemporary eclecticism. The fashion brand describes it as a place where “tradition and modernity mingle.”


Each of the four floors were envisioned individually to represent different aspects of Gucci’s world. Futuristic open-plan interiors merge with classical ones, taking visitors through a multifaceted journey and an array of design references.

Gucci Gaok’s façade, a manifestation of an imaginary forest, was devised by Korean artist SeungMo Park. Park’s work plays on ideas of illusion and reality, a theme reflected also by the juxtapositions indoors.


Gucci Gaok has succeeded in creating an extremely immersive and engaging retail destination that valuably prioritizes an atmosphere of exploration and discovery.

Source | Frame



16th June 2021