Seoul is undoubtedly a rising fashion hotspot, and I believe that Leong Leong's building for 3.1 Phillip Lim in the fashion neighborhood of Cheongdam-Dong, is of that kind of event that gives a city even more credibility and greatness on the fashion scene.
When shopping, the store is as important as the clothes - let's even say that you like a band before the clothes it makes. Made of concrete, 3.1 Phillip Lim's flagship looks both imposing and very light; and quickly makes one curious about what's inside.
I think a lot of brands should take it as an example that you don't always have to be the biggest and the more branded store on earth to be interesting and engaging.
wow, that's a really interesting design - and (suprise, surprise) very Lim! :)
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