A-COLD-WALL* has announced the launch of a second Seoul concept store-in-store this month. Following the opening of a bold and distinctly industrial space inside the world-renowned Hyundai COEX, the brand unveils yet another site in the Korean capital, this time located in the famed Lotte Department Store, Jamsil.
A-COLD-WALL* embark on the next chapter of its developing relationship with fashion consultancy and importer Modern Works via a companion store-in-store, part of a series of dynamic brand experiences conceived in-house by the ACW* team, led by designer and founder Samuel Ross.
In-keeping with the label’s fundamental tenets of culture and community, Ross seeks to offer Korea’s engaged and informed audience a truly immersive entry into the ACW* universe. Located on the fourth floor of the storied Lotte Department Store, part of the MAN’s fashion division, this new site brings to life Samuel Ross’ singular vision across fifty-three square metres.
The designer’s background in industrial design informs the store’s striking aesthetic, drawing on a A-COLD-WALL*’s established visual language to create an innovative space offering an expansive selection of clothing, accessories and exclusive product. Echoing Ross’ rational approach to garment creation, the Lotte store-in-store references familiar modernist principles, modularity and system-based design as the driving forces behind its distinctive architecture. Applied globally throughout retail sites and installations, these universal codes will connect A-COLD-WALL* communities no matter their physical location.
Vibrant colour creates a tangible energy across the hub, an optimistic palette led by densely pigmented orange signalling positive intent. Inspired by CAD frameworks, the display’s linear forms and graphic lines intersect with softly rounded signage, branding rendered in both bracket logo and uncondensed type. A nod to the interplay between natural and manufactured forms, contrast continues across surfaces, tactility key to both collection and store fit.
This duo of in-store sites sets the tone for A-COLD-WALL*’s expansion into the vibrant Korean retail landscape, a standalone flagship and further bricks and mortar openings will provide a platform to offer a programme o
