Gucci unveiled its second flagship store in Seoul, GUCCI GAOK, based in Itaewon. The store spans over 1,015 square meters 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.
The neighbourhood, which GUCCI GAOK now calls home, had historically long served as a cultural crossroad, thanks to its proximity to the ancient capital city, Hanyang. As such, Itaewon became a vibrant and eclectic corner of the kingdom that attracted people from every part of the world. This genuine diverse heritage has continued to draw in new residents from across the globe to the present day. Opening its door in Itaewon, GUCCI GAOK pays homage to such a valuable tradition of inclusivity and its relaxed approach – coherently with Creative Director Alessandro Michele kaleidoscopic vision, which celebrates self-expression and individuality.
Taking its name from the Korean world ‘GAOK’, meaning ‘traditional home’, the space is intended as a comfortable place of respite and a warm environment to welcome visitors and passers-by. Bringing the distinct touch of a Korean traditional house to the store concept, Gucci provides its enthusiasts with a one-of-a-kind customer experience, where tradition and modernity mingle and where the Korean heritage meets the elegant and contemporary eclecticism that characterises the House.
Its façade was designed by renowned Korean artist Seung Mo Park. With this bespoke installation, inspired by an imaginary forest, the artist explores the interplay between light and shadow, and the application of wire netting layers results in a vivid symbolism, illustrating the boundaries between what is real and what is an illusion. Reflecting on the environmental issues of our age, the artist expresses the existence and non-existence of nature, his concerns of what can be lost, leaving only the illusion of what might be left.
Once visitors have crossed the threshold, an unexpected environment will unfold in front of them, charachterized by the distinctive lights widespread from the floor and the ceilings. The design is in keeping with the creative, hectic and innovative spirit of the district, and matches a vibrant “pop” soul with the elegant and contemporary eclecticism. An open-space layout was conceived for each floor, offering a glimpse on the different universes of the House.
Combining traditional décor with reflective surfaces and vibrant lights, paired with more traditional furniture, which includes ebonised tables and upholstered seats. Under the spotlight here are the mosaic walls, infusing the room with colors and vibes from the 1970’s nightclub aesthetic.
Two bespoke client spaces are also available for an exclusive shopping experience. Their unique design, which includes wooden boiseries, sumptuous chairs and carpets, offer customers the chance to enjoy a relaxing and intimate atmosphere.
Such a unique venue is coherently home to many exclusives, including the new baiadera designs inspired by Saekdong, Korean traditional colourful stripes, ‘GAOK’-printed hard-sided luggage, python trimmed Gucci Horsebit 1955 handbags, and ready-to-wear pieces.
The Gucci Gaok store is LEED-certified. Providing a framework to create healthy, highly efficient and cost-saving green buildings, LEED is globally recognized as the leading certification for buildings and a symbol of sustainability excellence.