Seoul’s Boon The Shop – known as South Korea’s leading luxury multibrand boutique – has undergone renovation to reopen as New Boon.
Located in trendy Cheongdam, in the city’s Gangnam district, the newly worked New Boon store – originally designed by Peter Marino in October 2014 when it first opened – stands as Korea’s first sneaker bar.
Boon The Shop – which is known for bringing major international brands such as Alexander McQueen, Dries Van Noten, Marni, Maison Margiela, Stella McCartney and many others to the Korean market — wanted to create separate sections or ‘buildings’ for customers to visit and experience.
‘N Building’, the first section in store, has been given more visual space and features bright lighting and glass fixtures, inviting shoppers to browse and interact with product. Inside N building, shoppers will find sections ‘Books, Gifts and Curiosity’ – a rally of collectible objects, as well as Boon Music, a room dedicated to records and tech gear. Adding to the retro vibe, two 1960s Lee West chairs with original built-in speakers allowing listeners pick a song and sit.
The second section is ‘S Building’, offering personalised handbag and jewellery stations. Customers can partake in intimate consultations, which includes a perfumery and beauty counter.Reo
The New Boon feature piece, however, is ‘Casetudy’. Designed by French firm Ill Studio, the room serves as a comprehensive sneaker shop, offering high-end shoes that are imported at non-resell prices and boast guaranteed quality – a first in retail for South Korea. The sneakers are showcased on wooden shelving bolted on to brushed metal walls.
Casestudy is also giving away free raffle tickets to win a chance to purchase one of 38 pairs of Kanye West’s Yeezys upon purchasing anything from the store.
The New Boon is located at Gangnam-gu, Cheongdam-dong 89, Seoul, South Korea.