CHARLES & KEITH garners Store Design of the Year (Large) - South Korea at Retail Asia Awards

The flagship store has collaborated with a local artist for display fixtures and introduced exclusive personalisation services.

Fashion house label CHARLES & KEITH secured the win in the Store Design of the Year (Large) - South Korea category at the coveted Retail Asia Awards 2024 for the unveiling of its first flagship store in South Korea.

Spanning over 330 sq.m., the two-storey flagship is the largest CHARLES & KEITH boutique in South Korea, and the latest in the brand’s global network to adopt its new 6th generation store concept.

Unique to the store are sculptural pieces created by South Korean artist Jeesun Park. Titled The Touchable Flow, the sculptures are a combination of incomplete symbols that create fresh meanings. Fragmented hemispheres, arcs, cut-out shapes, ellipses, and other unfinished forms come together to form new structured pieces, finished in a combination of gloss and matte plaster.

The art pieces express a harmonious interplay of sculptural flows that complement the spatial features of CHARLES & KEITH, mirroring the minimalist interior with neutral colour schemes and dynamic shapes of lines accentuated with brushed stainless steel and polished aluminium.

Keeping true to the brand’s minimalist aesthetic, gradual curves and fluid lines are paired with a clean colour scheme that exudes a pared-down, modern feel. From the textures of the interior to the presentation of the merchandise, the brand’s intent has been to create a space that allows for raw beauty to shine.

Stainless steel is employed throughout the store: metal hairline finishings create visual juxtaposition against the rest of the interior, and fluted panels create feature walls throughout the store. A cementitious finish is applied to wall surfaces, emulating warm limestone to reflect a contemporary perspective of simplicity and sophistication.

This flagship store also offers an exclusive personalisation service that encourages customers to express themselves by embroidering their names and two city-exclusive icons inspired by Seoul, a magpie and a graphic artwork of the city.

“Customers are invited to have an unhurried and personal experience exploring the diverse product selection at the store and focus on experimenting with their own individual style whilst enjoying impeccable service at the concept store,” the company said.

Retail Asia Awards honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].