ETRO
SEOUL - LOTTE WORLD TOWER
SEOUL,SOUTH KOREA
DESIGN DEVELOPMENT
ENGINEERING
PROJECT MANAGEMENT
BUDGET & TIMING CONTROL
2025
A spatial composition where cultures intersect, translating a textile heritage into an architectural language that moves between precision and sensory richness.
Translating the Identity
Located within the Lotte Avenuel complex in Seoul, the boutique embodies Etro’s global vision through a carefully orchestrated interior. Conceived as a lifestyle environment, the space brings together menswear, womenswear, and home collections into a unified narrative. The project does not separate functions but merges them into a continuous expression of the brand’s identity, reflecting its layered and cosmopolitan character.
Between Ornament and Order
The design balances decorative intensity with spatial clarity. Etro’s iconic motifs are reinterpreted as architectural elements, shaping surfaces and guiding perception rather than acting as mere embellishment. Materials and textures are composed with precision, allowing richness to emerge without excess. This tension between expressive ornament and controlled geometry defines a space that feels both vibrant and composed.
A Living Landscape
More than a retail container, the store unfolds as an immersive landscape where products, materials, and movement are part of a single system. Each element contributes to a fluid spatial rhythm, inviting a slow and layered experience. Within this environment, identity is not fixed but continuously revealed—constructed through repetition, variation, and interaction, much like the evolving patterns that define Etro’s visual language.
