Located in Apgujeong-dong, which is well regarded as one of the wealthiest neighborhoods in South Korea, Chanel’s newly-opened Seoul flagship store stands out as an identifiable abstraction of the international brand’s icon in a prime, urban surrounding. The opening of which marks the 10th boutique across the country.

Architect, Peter Marino, who has been regularly commissioned by Chanel to design boutiques in New York, Paris, Tokyo and London, solved another challenge of how to represent modern luxury in a structural delicacy. Covered in black glass and lava stone, the new boutique reveals classic black-and-white elegance that is the embodiment of Chanel’s emblematic logo.

Minimalistic and futuristic, the monolithic Chanel Seoul boutique inherits Coco Chanel’s signature, black-and-white tweed, and is recreated with modern chic. Instead of depicting the iconography as an integral unit, Marino decomposed the symbol to several radical elements and reassembled them in an abstracted way. The representative tone of black and white can be observed in the contrast between the monolithic body and LED-illuminated logos on the corners of the façade. The spirit of Chanel, simple but versatile, is expressed in the ubiquitous presence of oblongs seen from seemingly moveable lava stones on the surface to caved-in glass windows.

The spacious seven-floor building is not only a striking design on the outside, but on the inside, as well. Unlike the exterior, the inside is furnished with ivory colored floors and an articulated display of lighting. While ready-to-wear clothes, handbags, shoes and jewelry are placed on the three lower floors, distinguished shoppers can also enjoy private spaces on the upper floors for receptions and special events. Staircases polished in a white tone and divided with charcoal railings connect the many floors of the boutique.

Artwork created by renowned artists from across the globe are interspersed among trending fashion styles inside the building. On the ground floor, two commissioned works-fan-motored fabric pillows by Pablo Reinoso and mounted gold pearl beads by Paola Pivi are displayed. Both works fit perfectly in the settings consisting of the brand’s spring/summer collections. In the private reception room on the top floor, works by Peter Marino himself, Andrew Lord, and Ned Vena contribute to an undisturbed moment of serenity and intimacy.