Khakis Seongsu Flagship Store
On October 18, 2024, Khakis opened its second flagship store in
Seongsu-dong, Seoul. Designed with a modular structure that reflects the
brand’s design philosophy and emphasis on functionality, the new Seongsu store
goes beyond retail—it serves as a space where customers can engage with and
experience the products firsthand. Following the Yeonhui store, this new
space, developed in collaboration with COM, strikes a balance between
practicality and aesthetics, creating an environment where products and space
interact seamlessly.
All furniture within the store is designed for mobility and reconfiguration,
allowing for flexible use based on customer needs. Wheeled fixtures and
adjustable shelving enable dynamic shifts in spatial arrangement, adapting to
different product displays. This design approach embodies Khakis’ vision of
positioning its products not merely as consumer goods but as essential
components of everyday life.
To delve deeper into the design process and vision behind the new Seongsu
flagship store, we sat down for a conversation with COM.
(Khakis)
It’s been four years since we last worked together on the Yeonhui store. We're
excited to reconnect with COM through the Seongsu flagship project. Could you
share your interpretation of Khakis and the design approach for the new
Seongsu store? We’d love to hear about the store’s direction and the process
of bringing it to life.
(COM)
Yes, it’s been four years since the Yeonhui store, and it’s exciting to be
working with Khakis again. When we started this project, we took a moment to
reflect on how we wanted to approach it. We wrote down a few guiding
principles in our notes under the title “NEW Khakis.”
1. Never pursue novelty for the sake of novelty.
2. Avoid excessive details that create unnecessary fatigue.
3. Design with both the store team and customers in mind.
4. Three strong design ideas are enough.
Looking at it now, I think I’m especially fond of number four. That was the
mindset we started with. To be honest, these principles could apply to many
projects, not just this one. When we design, we don’t frame our discussions
around a specific look—things like style, mood, or concept. Instead, our
conversations revolve around what we want to experiment with in this project,
what would be interesting to try. At first, it seemed like having clear
principles would make the project run smoothly, but honestly, we struggled a
lot in the beginning. Our initial design had shelves lined up along the walls,
with a long rack dominating the center of the store. Looking back, it was a
bit of an irresponsible layout. Something felt off, so we scrapped it and
started over. Looking back at that initial plan now… Hmm… anyway, it is what
it is.
(Khakis)
The project was developed under the principles of "NEW Khakis," and one that
stood out in particular was "Three design ideas are enough." It would be
interesting to hear more about how these principles were applied throughout
the design process. Additionally, what were the key elements or directions
that received the most focus in this store?
(COM)
A book called "Heavy Duty" came to mind. While the term heavy duty generally
signifies durability, in this book, it refers to objects that are defined by
their necessity and utility. The items featured are not finished products in
the conventional sense but rather "tools" that facilitate creation. The aim
was for the elements that make up Khakis to resemble these "tools."
The store’s furniture is designed for mobility, featuring wheels for easy
movement and a dual-sided structure for versatile use. The shelves are
height-adjustable and made of glass, ensuring that light reaches the items
below. Ceiling-mounted racks are installed at planned intervals, allowing for
a flexible layout. As seasons change, they can be easily removed or
repositioned to accommodate new displays. The lower sections of the furniture
are reinforced with metal, enhancing durability against movement and foot
traffic over time.
Like most tools, these design elements require no special instructions—store
staff can intuitively adapt and use them as needed. In that sense, they
closely align with Khakis. The clothing and products created by Khakis also
embody a tool-like quality—practical, adaptable, and seamlessly integrated
into everyday life.
(Khakis)
When designing the layout and customer flow for the Khakis Seongsu store, what
were the key considerations?
(COM)
I remember something that CEO Park In-wook once said during a discussion about
long clothing racks that span across a space. He mentioned that while
installing an exceptionally long rack might create a visually striking
spectacle from a design perspective, it could actually diminish the shopper’s
sense of focus. The conversation could have easily drifted toward describing
such racks as monotonous or dull, but instead, he chose the word “focus.” That
really stood out to me because it’s a user-centered term.
It made me reflect on places where we’ve actually experienced the joy of
shopping without losing focus—where there was a sense of pure discovery.
Record shops came to mind. In a record shop, things aren’t laid out for
instant visibility you have to actively dig through them with intent. There’s
an anticipation of finding something great, and when you finally do, there’s a
unique sense of happiness and fulfillment. That’s exactly the kind of
experience we wanted to translate into how we present products at Khakis.
That was the starting point of our design approach. That’s why, at our Seongsu
store, products are placed between stacked benches, at varying heights, and
between shelves rather than being lined up in a conventional manner. The
layering of objects and furniture creates a sense of depth, making them serve
as backgrounds for one another. This setup fosters a sense of curiosity it
invites people to explore, to expect that something special might be waiting
to be found.
The suspended hanger design conceived by COM is based on a clip-like
structure. This design prioritizes ease of storage and mobility, featuring a
simple yet effective construction that maximizes the properties of metal. Thin
metal wires are hung from the ceiling without fixed attachments, with pipes
resting in between, creating a lightweight yet sturdy framework.
This flexible system allows for easy repositioning, enabling users to adjust
the layout freely. Beyond clothing, it is designed to accommodate the display
of artworks, objects, and other exhibition pieces.
(Khakis)
What are the primary materials and finishes used in the Khakis Seongsu store?
We’re curious about the reasoning behind these material choices.
(COM)
The goal was to make full use of the inherent qualities of each material. It’s
something designers often say, but in this case, it was truly intentional. The
materials used in the Khakis Seongsu store are all quite simple—wood, metal,
glass, and earth (brick flooring).
Wood was chosen for its ability to visibly reflect the passage of time. Since
Khakis' furniture is designed to be mobile, the natural wear and tear from
movement adds a sense of time to the space. The suspended hangers follow an
equally simple structure—thin metal wires are bent and hooked onto the
ceiling, with pipes resting between them, requiring no fixed attachments.
Metal was selected for its dual nature—flexibility and resilience. While it
bends under pressure, it also has the elasticity to return to its original
form. This characteristic allows the structures to be hung and removed
effortlessly, without the need for additional fastenings. Each material was
chosen with practicality and adaptability in mind, ensuring that the space
remains functional while embracing the natural qualities of its materials.
(Khakis)
Interested in the criteria behind the store’s color palette selection. Was
there a specific meaning or intention behind each color choice?
(COM)
If color palette refers to the balance of textures and colors across finishes,
that wasn’t something we gave much weight to. Our approach is that materials
should be allowed to express their natural characteristics without deliberate
intervention. If the shape is right, the color or texture can be anything. As
long as the proportions work, any color applied on top will look fine.
That said, we spent a lot of time considering the flooring.
What should the floor of Khakis be like? There weren’t any particular
functional requirements aside from having electrical outlets in the right
places. Given that, the most neutral option would have been following the
concrete finish of the building itself there was no strong reason to choose
any other material.
But then we asked ourselves: if atmosphere is also a function, why not be
intentional about the floor’s form, texture, and color to create the
atmosphere we want? If the right choice of finish could itself be the design,
then we wanted to choose exceptionally well.
Most flooring materials we came across were either too glossy or too smooth
and synthetic-looking by our standards. So, we started looking
internationally, and the final material we selected was a recycled product
made by repurposing leftover clay from brick production. Because of this, each
tile varies slightly in color and has a rough yet subtly glazed texture, which
was exactly the kind of organic finish we were looking for.
Its manufacturing process is closer to brick-making than tile production,
which we found appealing. The fact that it wasn’t a typical tile was also
something we liked. Some people say, "The floor design carries the entire
space," and in a way, that might be true. Until the flooring was decided, none
of us had a clear grasp of what the atmosphere of the space should feel like.
Looks like I ended up talking about flooring for too long.
To achieve a natural texture, we explored various tiles both domestically and internationally before selecting a Japanese made tile. This tile is crafted using recycled clay left over from brick production, giving each piece its own unique color and texture. The combination of these brick-textured tiles with minimal wooden frames and glass furniture enhances the presence of natural light, creating a space that evokes the openness of an outdoor park.
(Khakis)
What kind of space do you envision the Khakis Seongsu Flagship Store becoming
in the future? What kind of experience do you hope visitors take away from
their time in the store?
(COM)
One of the key lessons learned from past projects is that a space should
always allow for user interaction and adaptability. This flexibility ensures
that the space can evolve naturally based on different needs. Khakis Seongsu
was a project where we aimed to put this idea into practice as much as
possible.
We hope the store organically adapts to its surroundings while accommodating
an expanding product selection just as naturally as it transforms into an open
space for events. Ideally, it will be a space that serves multiple purposes,
shifting fluidly between different uses over time.
For visitors, we hope it becomes a place where they can experience the joy of
digging through discoveries, much like in a record shop. Rather than having
the store’s design leave the strongest impression, we’d rather it be
remembered as a space where the thrill of finding something special lingers.
The Khakis Seongsu Store is a space where COM’s design approach intersects
with the natural sensibility that Khakis pursues. Each season, Khakis focuses
on creating high-quality garments that emphasize essentials over
embellishments, incorporating character and meticulous detailing into every
piece.
Guided by the "MADE TO LAST" philosophy, Khakis is committed to producing
durable, long-lasting clothing of exceptional quality. This vision extends to
the design of the Seongsu store, which reflects the same principles.
By presenting a curated selection of products that add value to everyday life,
the Seongsu store is designed to be a place where visitors can experience a
sense of comfort while embracing the joy of discovery.
Words from Dayeong Kim
Photographed by Mintae Kim, Geonjoo Son, Jihyun Yu