Home of both emerging and fashion-forward designer brands such as Comme des Garçons and Stella McCartney, Boon the Shop is a specialty boutique owned and operated by Shinsegae. For the Shop located on the 3rd floor of the Gangnam store in Seoul, JHA created the concept of transforming this 2,500 square-foot space into a luxurious salon that mixes in modern minimalist elements true to the Shinsegae brand. This stylistic mash-up creates an aesthetic tension between the worlds of modern and classic, providing an environment that’s intimate, yet engaging for costumers.