Italian luxury house Gucci has unveiled its new flagship store design in Seoul, South Korea, located in the Itaewon neighborhood.

Called ‘The Gucci Gaok’, the store was named after the South Korean traditional house, featuring a phenomenal modern design with a hint of the country’s ancient architecture. 

Designed by renowned local artist and sculptor Seungmo Park, Gucci Gaok features a giant unique façade themed “Hwan” (Illusion), demonstrating a dark forest which is meant to illustrate “the illusion of nature”. The façade consists of more than 100 steel panels, each of which is composed of 13 layers.

“I see Gucci as a brand with contrast. Contrasts coexist and diversity emerges,” said Seungmo Park.

“My work as well, it delivers a message with the interaction between light and shadow.”

“It is truly momentous that the Italian brand with 100 years of history build a flagship store with Korean sentiment at this special location,”

The space is intended as a comfortable place of respite and a warm environment to welcome visitors, the company said in a statement.  

Marking the launch of Gucci Gaok, the house has released a special film starring its brand ambassador Kai alongside other South Korean stars such as Jay Park, Sunmi and Seungwon Cha. 

It’s estimated Gucci generated more than US$880 million in South Korea last year despite the pandemic.