Juun.J Fashion Flagship & Felt Coffee in Seoul by WGNB

WGNB designed the first global flagship for popular Korean luxury streetwear label Juun.J, encompassing a clothing store and Felt Coffee cafe. The architects express that ‘black is a magical colour’, attracting and absorbing light, hence the design follows the concept of ‘dark matter’.

The architects fused a triangle, circle, and square to form one abstract, geometrical building, bound by its uniform black concrete facades. The ambiguous shape generates curiosity from passersby, and intentionally sticks out amongst manicured Dosan Park surrounds in Seoul’s upmarket Gangnam district.

Interiors also feature a blacked-out, monochromatic colour scheme. Felt Coffee is housed within a narrow strip beneath the pitched roof structure. A skylight traces the top edge, allowing a sliver of natural light to illuminate the café below. The coffee shop faces a central open courtyard, at the centre of which a singular potted tree is suspended above a pit of volcanic rocks.

Courtyard facing windows allow for a little more light, however the entirely matte black interiors give a predominantly sultry vibe. Although perhaps not what you’d choose for your go-to friendly neighbourhood coffee spot, the overall impact is undeniably intriguing.

The other half of the lower floor and the entire upper floor is dedicated to Juun.J fashions, continuing the ‘dark matter’ concept and more specifically, inspired by shadows. The first-floor store displays the women’s line and collaboration collections and features the only expanse of white within the building by way of a glossy floor.

The menswear level returns to complete darkness, an exercise in monochrome with various textures of black. A triangular entryway mirrors the building’s distinctive pitched roof, while clothing is arranged around bulky geometric blocks suspended from the ceiling. A slight detour from the somewhat aggressively contemporary aesthetic, classic Brazilian, German, and Danish furniture pieces dot the store.

“The three-dimensional shape of the smooth geometry without any unnecessity seems to express the value of Juun.J as it is in the space, as if it were tempered in the colour of darkness,” says the design team.