For some people, fashion is an expression of their aesthetic, which can be purchased and can exhibit their own sense of aesthetic, like an artwork.
– Baek Jonghwan

WGNB recently completed a clothes store interior in South Korea that was modelled on an art gallery, displaying products as artworks in themselves.

The renovation of Boon the Shop in Centum City's Shinsegae department store was based on the recognition that fashion is, in itself, an artform of sorts and so asked the question: "Can a clothing store be a gallery?"

Baek Jonghwan, chief designer of WGNB, explained: "For some people, fashion is an expression of their aesthetic, which can be purchased and can exhibit their own sense of aesthetic, like an artwork."

With this in mind, the traditional retail store typology was eschewed in favour of framed display cases in which clothes are showcased.

Steel frames are used in place of the rails used in typical clothes stores, glass is used to encase products and provide views through the space and a palette of minimalistic, grey concrete and metallic fixtures allows the items displayed to speak for themselves.

To reinforce the gallery concept, some surprising, non-clothing objects are featured in frames around the store as visual elements only, like a stone panel and maple tree.