Traditional Englishman Paul Smith has opened the doors of his flagship store in Seoul. The futuristic architecture of the exterior is fitting for the Seoul scene and meshes with the surrounding architecture to a tee. Yet inside, the structure stays true to the Paul Smith brand in every way. Each of the three floors inside the store varies in design based on which Paul Smith collection it encapsulates. A large, centralized staircase with a decorative iron railing spirals upward encircling each floor. Striped walls engulf the stairwell, displaying art from Smith’s personal collection. The third floor houses Smith’s women’s collection. Cut out holes in the sloped roof create a patchwork of natural lighting projecting through the space.
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