05 Andersson Bell Gyeonbokgung — visual merchandising proposal

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Andersson Bell
Gyeongbokgung flagship — Anguk, Seoul
S/S 26 visual merchandising proposal

Academic project, Korea University
Visual Merchandising (FADM304), Autumn 2025
Team of four

The Gyeongbokgung store sits in Anguk, between the palace and Bukchon Hanok Village, in a renovated hanok-inspired building.

The flagship store’s interior is deliberately gallery-like. It carries no product cards, no collection markers, no new-arrival signage. Price and size exist only on the garment tag.

The restraint protects the brand image but also costs the store its navigation. First-time and international customers get atmosphere with no way into the product.

The S/S 26 proposal keeps the silence and adds optional entry points.

The window rebuilds the roofline of Gyeongbokgung Palace from fabrics used in the season's collection, a few streets from the palace itself.

A patchwork wall carries the same material logic to the second floor as a VP zone. QR cards make the collection story available to anyone who wants it, without printing it on the walls.

Reading the store Seoul, October 2025

A seasonal graphic goes up on the façade each season.

Window, street side. No garments this season, but a sculptural heart and a ruffled chair.

1F feature wall. Sculptural pink, tight spotlights, accessoires on moulded shelves.

1F feature zone. Suspended glass table under a ceiling light grid.

3F. Circular custom metal fixture against the red wall, coat and bag paired.

2F. Scaffold-and-glass fixture; original stone column kept behind glass.

Brick wall and steel plinth used as a found-object backdrop.

Where the brand sits VM Positioning Map

Punk aesthetics scored as the mean of VM creativity and conceptual storytelling. Tech-forwardness scored on material, digital and presentation innovation. Both 1–5, from web and social content analysis and in-store observation.

Zoning 1F-4F, VP / PP / IP

Season research

Window Existing / proposed

Existing, October 2025.

Proposed, Gyeonbokgung roofline in collection fabric. Two outerwear pieces.

Roofline mapped to four fabrics from the S/S 26 range. Rebuilt on flat white with hairline leaders.

Façade

Existing 25FW artwork.

Proposed S/S 26 artwork.

Patchwork wall & digital styling booth VP zone, 2F

Collection fabrics assembled as a single wall work. Spot-lit, with a QR to fabric origin.

Interventions

Window
Gyeongbokgung roofline built from collection fabrics. Two outerwear pieces, sleeve-out. First season with garments in the window.

Façade
Seasonal artwork replaced. Hand-drawn, consistent with the existing house treatment.

VP · 2F
Patchwork wall. Collection fabrics, mixed pattern, spot-lit. QR to fabric origin and process.

POP
Typographic card, QR only. Fitting rooms, rack ends, feature-zone glass table. Links to collection story, styling, materials, making-of.

Footwear
Micro-platforms in brushed steel, irregular geometry. Material card and fit tag.

Photozone · 3F
TV grid with front-facing cameras. Grid lighting.

Styling· 4F
Replaces the screening room. Body-tracking outfi recommendation from the ADSB styling team.

Lighting ·
1F Architectural with pot key-light. 2F LED panel, diffused. 3F cool recessed, backlit stretch ceiling, balcony daylight.

Sound
Garage house.

Scent
Nordic Grunge — moss, birch tar, smoke, raw wood, leather, cold fog. Urban Rain — wet asphalt, moss, cold air.

Find the full work PDF here.

Skills: Visual merchandising · Retail analysis · Concept direction · Floor-plan zoning · Material and moodboard direction · POP design