Verish Flagship Seongsu East

The Verish Seongsu East Flagship occupies five floors of an existing building in Seoul and is the brand’s largest physical space to date. Bringing together underwear, easywear and apparel, the project establishes an architectural language intended to extend across Verish’s future spaces. The irregular openings of the existing façade were reorganised into a repeated opening on each floor, offering fragmented views of the interior rather than revealing the store at once.

One of the central questions was how visitors could be encouraged to continue towards the uppermost floor. The glimpses seen from the street are therefore not immediately explained upon entering, but gradually unfold as visitors move upwards through different products, spaces and qualities of light. Circulation becomes a form of exploration, with the relationship between the initial view and the spaces travelled through becoming apparent only upon reaching the final floor.

Drawing upon Verish’s concept of Feeling Wear, the architecture is understood through bodily movement rather than sight alone. Circles and cylinders organise each floor without prescribing a fixed route, allowing visitors to move freely around and between them. These geometries become product displays, fitting rooms and spatial enclosures, repeatedly concealing and revealing products, people and natural light. Through variations in scale, density and function, the simple forms establish a coherent identity across the building while creating a continually changing sequence of encounters.

Photography by Joel Moritz