Oheshio Musinsa Pop Up

ExhibitionOheshio2024
The OHESHIO Musinsa Seongsu pop-up was conceived as a spatial translation of the brand’s winter collection— not as a retail display, but as a temporary environment where silhouette, texture, and restraint could be experienced at scale. Rather than competing with Musinsa Seongsu’s already dense visual context, the space was designed to slow the visitor down. The objective was clarity over stimulation: to give OHESHIO’s forms enough physical distance to breathe, and enough material presence to feel intentional. What emerged was not a pop-up that announced a collection, but one that quietly held it in place.

How does OHESHIO’s softness hold its shape in a public space?

OHESHIO’s design language balances gentleness with structure— volumes that feel organic, but never collapse into decoration.

Our task was to extend that balance into space: to create an environment where softness was supported by precision, and where the brand’s silhouettes could exist without explanation.

ㆍSpatial Design & Scenography

ㆍArt Installation & Fixture Design

ㆍMaterial Strategy & Finish Control

ㆍTechnical Coordination & On-Site Execution

Translating Silhouette into Structure

OHESHIO defines itself through a delicate tension between fluid materials and disciplined forms. Our objective was to translate this garment methodology into spatial principles.

We rejected standard retail density in favor of architectural breathing room. The environment does not merely house the collection; it embodies its underlying structure—where organic softness is given rigid definition. By prioritizing material presence over decorative elements, the space allows the brand’s quiet confidence to materialize at scale.

QUALITATIVE IMPACT

In the hyper-stimulated context of Seongsu, the pop-up functioned as an architectural deceleration.

By reducing visual noise and focusing on tactile clarity, we shifted visitor engagement from passive browsing to active sensing. The deliberate scarcity of objects elevated the perception of the collection—creating a sanctuary where the luxury of space allowed the intricate textures of OHESHIO’s garments to become the primary focus, fostering a deeper, more deliberate connection with the brand.

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