A whimsical wander showroom in seoul designed by nooyoon

High-end women’s fashion brand a whimsical wander (AWW) launched in 2015 has set out to create delicate pieces that could be worn and enjoyed every day with a classic, chic, and feminine feel combining timeless design with simple elegance.

the brand’s showroom located in cheongdam-dong, seoul, a neighborhood epitomizing the wealthy lifestyle and high-end culture of korea, is designed by NY-based studio nooyoon and features three ‘chambers’ named after the colors they are painted in — pink entry lobby, white clothing room, and grey the office.

nooyoon’s pink chamber is the entry lobby and the waiting area of the showroom. two changing rooms are connected to the chamber, which features pink painted walls and pink tiles as well as two arch-shaped portals which connect the lobby to two other chambers. the pink chamber provides a surreal environment using a minimum of color and detail. The white chamber is the clothing room, where all clothes hang along each side of the wall on golden-colored racks. this neutral environment has white painted walls and white hexagon tiles to allow customers to remain focused entirely on the clothing.


Courtesy of Designboom

All photos by suman chun