LF Daks, Major Stores Fully Renovated ... Collaboration with 'Jong Kim Design Studio'

Starting with Hyundai Department Store Pangyo and Mokdong Branches, followed by Shinsegae Department Store Gangnam Branch and Lotte Department Store Main Branch

[Asia Economy Reporter Eunmo Koo] LF's classic brand DAKS announced on the 24th that it will collaborate with interior studio Jong Kim Design Studio to fully renew and reopen its major stores.

Starting with the renewed openings of DAKS Men's Hyundai Department Store Pangyo Branch and Hyundai Department Store Mokdong Branch in mid-October, DAKS plans to carry out a large-scale renewal project including the DAKS Accessories Shinsegae Department Store Gangnam Branch on the 26th, and the DAKS Women's Lotte Department Store Main Branch store in October.

Through this renovation, DAKS partnered with Jong Kim Design Studio, famous for luxury brand interiors, to upgrade customer-facing stores and effectively express the brand identity. Jong Kim Design Studio is a space design specialist company widely known for projects with famous brands such as Lotte Hotel Sulwhasoo Spa, Kooho flagship store, and G-FORE flagship store.

Kim Jongwan, the space designer and director of Jong Kim Design Studio, studied space and product design at the prestigious French design school Ecole CAMONDO and graduated at the top of his master's program. He worked as a team leader at Patrick Jouin Studio, participating in projects such as Van Cleef & Arpels flagship stores in Ginza, Paris, New York, Miami, and the VIP lounge project at Paris Saint-Germain Football Club.

The concept of this store renewal is the "English Garden," inspired by the open landscape of English gardens without fences. The layout focuses on minimizing obstacles to allow customers to comfortably stroll and browse products. Additionally, the store's interior, previously divided by rigid straight lines, was transformed into curved lines that provide a deep and soft feeling, enabling customers to experience the luxurious brand value in a relaxed atmosphere. The brand's signature beige color serves as the base, with a focus on neutral tones, and a single tone is varied through different textures to create a luxurious yet comfortable ambiance.

Luc Guadadon, DAKS Chief Creative Director, said, "DAKS is evolving into an 'ageless' luxury brand recognized for its value regardless of era and trend, based on the brand heritage accumulated over a long history through continuous innovation. The space renewal is also part of this strategy to sensitively express DAKS' unique color and taste, effectively conveying the brand's values to customers and injecting new vitality."

This content was produced with the assistance of AI translation services.