We were responsible for the design of Bshop’s first overseas store, located in Seoul, South Korea. 

Since opening its first shop in Kobe in 1994, Bshop has maintained a consistent philosophy of curating timeless essentials, unaffected by passing trends. By offering carefully selected classic items, the brand has built long-term trust with its customers. For this first overseas location, we aimed to embody Bshop’s core values of simplicity and timelessness, creating a space that faithfully reflects this spirit.

Situated in the heart of Itaewon—an area bustling with fashion brands—the two-story Seoul store marks the largest Bshop location to date.

The key design challenge on the first floor was how to naturally draw the flow of people from the vibrant Itaewon street into the store. Centered around the “LABOUR AND WAIT” zone and a pop-up corner, the space was intentionally left loosely arranged to highlight the rich and eclectic character of the merchandise, mostly lifestyle goods. This created a welcoming, approachable atmosphere that encourages spontaneous visits.

Given the variety of goods in the LABOUR AND WAIT section, we incorporated wooden pegboards as a flexible display surface that supports evolving merchandising needs. At the center, we repurposed stainless-steel counters—common in home kitchens—as display tables to evoke a sense of everyday familiarity.

To accommodate socks, bags, and other items of varying sizes near the cashier area, we specifically designed a wooden frame system with adjustable shelving heights to allow for versatile display arrangements.

As a spatial anchor on the first floor, we designed a prominent wooden staircase that combines fitting rooms, storage, and product display within a single integrated structure. Constructed from reclaimed wood, the staircase bears visible traces of past use, lending the space a quiet warmth and a sense of material memory. Between the planks, we embedded a track system that allows for flexible display arrangements, while the staircase’s distinctive form invites curiosity and encourages exploration of the upper level. 

2F Design
Five functional zones are arranged around the central atrium, and three different types of wood flooring are combined at varying angles to create spatial richness. As customers move through the store, the intention is for them not only to encounter carefully curated apparel but also to sense the subtle shifts in atmosphere between each zone.

To contrast with the diverse wood textures on the floor, the ceiling was designed as a large, enveloping surface finished with hand-applied plaster. A recessed channel was incorporated into the plaster ceiling, within which lighting, HVAC, and fire safety systems are seamlessly integrated. This allows the ceiling design to remain simple, orderly, and cohesive.

At the rear of the second floor, a relaxation and fitting area is enclosed by 30mm-wide solid wood slats. This configuration creates a semi-private yet open setting, where the natural grain and warmth of the wood offer a comfortable, tactile environment for guests trying on clothes or taking a break.

Near the window, we designed large wooden-framed openings that allow generous daylight to flood the space. In fine weather, guests can even relax on the balcony and take in the vibrant streetscape of Itaewon, connecting the retail experience to the energy of the city.

Across the five primary zones, we crafted central display islands from various types of wood, each with distinct treatments. While unified in material, the differing finishes lend each area a unique texture and expression, offering a renewed sense of discovery as visitors move from one zone to another.
The hanging rack system was designed for maximum flexibility. By inserting horizontal rods and shelves between two vertical wooden posts, we enabled dynamic and multi-layered product displays that adapt to a range of merchandising needs.

Grounded in Bshop’s enduring values of “simplicity” and “classic design,” the space introduces a rich variety of material expressions. The result is a refined yet refreshed Bshop—one that redefines the brand’s identity for the international stage.