This project aims to create a flagship store that embodies the opulent essence of Cheong dam- dong and reflects the distinctive brand identity of golf wear.


The exterior design not only serves an aesthetic purpose but also functions as a protective shield for the interior space. It acknowledges the inherent human tendency to conceal our inner selves beneath a carefully crafted outward appearance, a response to the multitude of discerning eyes and perceptions that surround us. In essence, within the façade lies an interior, a hidden realm waiting to be discovered. The interplay of gazes becomes a central theme, serving as a means to convey the hidden aspects concealed within the exterior. This concept explores the entanglement of perspectives and viewpoints as a metaphorical process of revealing what lies beneath the surface. Through deliberate design choices involving distortion and absorption, we endeavor to unveil the unexplored facets of the exterior, offering a unique and intriguing perspective on the brand and its connection to the luxurious world of Cheongdam-dong.