To See and Be Seen!

Competition: Premium Shopping Experience Incheon, Asia

Competition: Premium Shopping Experience

Incheon, Asia


The invitation-only competition’s design challenge asked us to create a new lifestyle mall to compete amongst rival surrounding retail centres.

Our design strategy focused on creating customer experiences that are more satisfying, gratifying and fulfilling in order to encourage ‘dwell time’. To achieve this we considered the traditional tenancy model and changed the tenancy interface from inwards to outwards. This creates premium space for tenants to be seen and for consumers to see and experience. This combines with an events and function overlay, omni- channel access and zoning of tenant precincts to integrate and collaborate.

For the form, our conceptual metaphor refers to the curation and expression of a bottle of perfume. We workshopped ideas for a structure with an overlay glass envelope to capture, offer and display transparency and reflection. The idea showcases premium experience qualities to suggest a landmark building that communicates a clear statement in architecture through a strong and iconic design.