COLD FRAME, SHINSAEGAE POP UP
IN A HALL OF POLISHED GOLD, WE INTRODUCED THE WEIGHT OF RAW SILVER
Cold Frame is defined by its "Bold, unassuming, and sophisticated" character. Our guiding question was: "How do we translate the brand's philosophy of 'Wearable Architecture' into a spatial experience that stands its ground against global luxury giants?"
The goal was to create a visual pause—a zone where the crude texture of gemstone and the cold temperature of silver could disrupt the seamless flow of the department store, forcing passersby to stop and engage with the "unrefined" beauty.
- Spatial contrast design distinguishing the raw brand identity from the polished retail floor.
- Fabrication of custom fixtures that mirror the brand's "Vintage Modern" aesthetic.
- Material specification focusing on natural stone and matte silver finishes to complement the jewelry.
- On-site installation within the strict operational guidelines of a high-traffic luxury department store.
"Structure as Emotion"
We approached the space as Cold Frame approaches jewelry: looking for the balance between "vintage charm and contemporary style". The pop-up did not shout; it whispered. We utilized materials that felt heavy and permanent—reminiscent of the "historical periods and landscapes" that inspire the brand. By exposing the raw nature of the display materials, we mirrored the brand’s signature design language of "exposing the clear gemstone as it is" rather than wrapping it. The space became a physical extension of the jewelry itself—cool, solid, and undeniably present.
"Slowing the Pulse"
In a department store floorplan designed for high-velocity transit, our intention was to engineer a friction. By replacing transient, floating displays with heavy, grounded masses, we successfully disrupted the "scan-and-walk" rhythm of the aisle. The architecture acted as a visual brake, altering the customer’s perception of time and transforming a thoroughfare into a zone of stillness where the brand could be truly examined.
