VMSD - October 2015 - (Page 8)
THE
GOODS
edited by
Carly Hagedon and Kaileigh Peyton
PORTFOLIO:
A
s the Gangnam-gu shopping
district of Seoul, South
Korea, becomes increasingly
fashionable, international retail brands are
realizing stores have to be more distinctive
- especially outside.
When Givenchy, the 63-year-old house
of Hubert de Givenchy, now owned by
LVMH (Paris), decided to open a new flagship on a corner of the fashion avenue,
its first design decision was to create a
dramatic, brand-appropriate exterior that
8
OCTOBER 2015
|
VMSD.COM
could be readily seen and identified.
Riccardo Tisci, the Givenchy fashion
director whose hand is in every creative
aspect of the house, enlisted the Milanese
architecture studio Piuarch to design a
cladding that would reference the brand.
The result is a corrugated iron skin, distinctive by day for its rippling surfaces, and
by night for the light that shines through
apertures in the cladding.
"It was designed as a sort of enclosure,
a second embossed skin as an expression
of an urban identity," says Piuarch founder
Francesco Fresa. "The ashlar surface, made
of electro-polished steel plates, creates
reflective effects that interact with the surrounding landscape and change depending
on the light."
Specifically, Fresa says, the skin is
inspired by optical art, which was the driving force behind the most recent collection
Tisci designed for Givenchy.
"Piuarch searched for references on the
Italian Op art movements of the '60s, specif-
KYUN GS UB S HI N, S EO UL , S O UTH K OR E A
Givenchy, Seoul, South Korea
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Table of Contents for the Digital Edition of VMSD - October 2015
VMSD - October 2015
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Hong Kong Hallyu
Everyone’s Eating Out
Old Meets New Down Under
Brand Actualization
Showroom
Showroom
Ad Index
Checking Out
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