a whimsical wander showroom in seoul designed by nooyoon

a whimsical wander showroom in seoul designed by nooyoon

high-end women’s fashion brand a whimsical wander (AWW) launched in 2015 has set out to create delicate pieces that could be worn and enjoyed every day with a classic, chic, and feminine feel combining timeless design with simple elegance.


the brand’s showroom located in cheongdam-dong, seoul, a neighborhood epitomizing the wealthy lifestyle and high-end culture of korea, is designed by NY-based studio nooyoon and features three ‘chambers’ named after the colors they are painted in — pink entry lobby, white clothing room, and grey the office.

pink chamber
all photos by suman chun



nooyoon’s pink chamber is the entry lobby and the waiting area of the showroom. two changing rooms are connected to the chamber, which features pink painted walls and pink tiles as well as two arch-shaped portals which connect the lobby to two other chambers. the pink chamber provides a surreal environment using a minimum of color and detail.



the white chamber is the clothing room, where all clothes hang along each side of the wall on golden-colored racks. this neutral environment has white painted walls and white hexagon tiles to allow customers to remain focused entirely on the clothing.



the grey chamber is used for the office and the meeting area for the designer and clients. it is divided by a deep and narrow portal, which offers some privacy to the designer and clients. the grey chamber has a direct connection to the storage area and pantry.





grey chamber







project info:


name: a whimsical wander showroom

architect: nooyoon deisgn

lead architect: hyuntek yoon

client: a whimsical wander

built area: 80 m2

location: seoul, korea

completion year: 2018

photographer: suman chun


designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.


edited by: maria erman | designboom

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