Flagship Store

Role: Design Team Leader @ RAD Ltd.
Location: Mapo-gu, Seoul, South Korea
Client: SK Telecom
Year: 2019-2020
Status: Built
Size: 820sqm (1F 425sqm + 2F 395 sqm)
Main Contractor: Kukbo Design
Local Consultant: Eunmin S&D
Lighting Consultant: Lighting Planners Associates (LPA)
Client: SK Telecom
Photography: Kyungsub Shin Studio, Whasub Kim
Program: Retail

In an age of online retail, is an offline store still viable today?
Growing from a telecommunication company to Information Communications Technology (ICT) company, SK Telecom opened its first flagship store – T Factory – where offline and online experiences are seamlessly connected.
The project begins with a central point, from which radiates the organizing grid and expands in concentric circuits. The intersection of the circuit and grid generates modules to host various experiences, products, and services; the Circuit generates the pathways for each customer to chart their own journey. Organized by circuit and grid, all store elements are flexible and modular to allow countless permutations of their components, layout, and location to meet the changing needs, trends, and technology.
The entire storefront transforms into a 24-hour unmanned store, planned with human-oriented values.