Commercial  ·  Interiors  ·  News & Ideas

REEBOK’S NEW FLAGSHIP IS DESIGNED TO CONNECT WITH TODAY’S YOUTH. HERE’S HOW

August 28, 2023
by ALEXANDRE LANGLOIS
photo by STUDIO GOTHIC / JAE SUNG LEE & TAK HYUN KIM
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Location
Floor Area
Design
Brand
Map pointer 28 Dongseong-ro 1-gil, Jung-gu, Daegu, South Korea
310 sq-m
NiiiZ Design Lab
Reebok

Located in the bustling Dongseong-ro shopping district in Daegu, South Korea, Reebok’s new flagship store leans into the streetwear aesthetic to connect with shoppers.

Key features
As the casual passersby makes their way from shop to shop in the busy commercial district, they encounter the glazed façade of Reebok’s store, which sits flush with the building. The window display is simple and stripped back. Large metal display cases put garments on show while maintaining a visual connection between the interior and exterior. Passing through two glass doors, the customer enters the store’s apparel section. The brand’s logo stands central and takes on a sculptural yet distinctly contemporary feel, emitting a deep red glow. The designers have elaborated on this high-tech vocabulary in the construction of the ceiling, employing gridded strip lights backed with mirrors, expanding the store vertically. 
Cracked walls and boulders generate a raw aesthetic that supports the streetwear feel established in the space. Moving further back, the visitor enters the sneaker section, which is clearly demarcated using lightboxes in the walls and illuminated glass floor panels. This corner environment is a dazzling show of light, metal and reflections, with small details like red digital displays and grey fabric seating helping avoid visual monotony.
FRAME’s take
The fashion industry is one that is ever-changing, and younger demographics are gaining valuable spending power that brands are eager to capitalize on. Instead of relying on what might have been considered ‘classic’, ‘timeless’ or ‘iconic’ in the 1980s – when Reebok was prospering most – the brand embraces the growing intersection between sports- and streetwear with its new products. This youthful and contemporary trend is communicated with a futuristic and technological visual language, which is used to craft a variety of immersive environments, from the open sculpture court to the hypnotic shoe corner. By pushing clothing to the peripheries of the space and the shoes section against the back wall, the designers transform the front of the store into an engaging display of brand identity, allowing Reebok to connect with young shoppers in a more playful way matching their experience-driven expectations in store.
These articles are originally available at www.frameweb.com