For the 36,000 square-foot women’s floor of Shinsegae’s flagship store in Seoul, JHA designed a multi-branded shopping world with a younger customer in mind. To maintain the luxury retailer’s strong, minimalist modern aesthetic while allowing brands like Prada and Chanel to preserve their own presence, JHA created a series of brand shops on the floor, each “wrapped” in a curved façade composed of shaped and fritted glass. The fritted pattern of the glass artistically reveals merchandise from the outside of the shop, while evoking an ethereal, “cloud-like” feel. To further engage customers, JHA also included interactive functions on the floor, such as a nail salon and pop-up shops.