• Neil Barrett Shop in Shop

    Neil Barrett Shop in Shop. Combined ensemble plan.
    seoul KOREA & hong kong CHINA

    A display landscape///
    The ‘Shop in Shop’ concept for Neil Barrett is based on a singular, cohesive project that is divided into sixteen separate pieces. Specifi c pieces have then been selected and installed into each of the four Neil Barrett Shop in Shop’s in Seoul, and also into the Hong Kong shop; creating a unique display landscape within each store. Each separate element acts a as piece in a puzzle of the original ensemble, ensuring each shop maintains a relationship to the defi ned whole and with the other Neil Barrett Shop In Shop locations.

    The pieces have been carved and moulded from the original solid as pairs that define each other to create an artificial landscape that unfolds multiple layers for display. The emerging forms engage the same design principles adopted for the Neil Barrett Flagship Store in Tokyo; the characteristic peeling, twisting and folding of surfaces has been extended to incorporate double curvatures and rotations.

    Adaption to multiple conditions///
    The display landscape is a flexible modular system that allows multiple arrangements and adaptations according to specific locations and multiple conditions, developing an original space at every location. The pieces can be used individually or pieces can be used in conjunction with others from the collection accordingly to suit the scale and spaces of each shop, with each piece able to display shoes, bags or accessories.

    The Shop in Shop concept continues the geometries of the Tokyo Flagship Store, developing a dialogue between the Cartesian language of the existing envelope walls with the sculptural, smooth finish of each piece. This contrast of materials in combination with the formal language of the design plays with these visual and tactile characteristics and is further accentuated by the black polished floor.

    Neil Barrett Shop in Shop designs are located in Seoul and Hong Kong:

    Galleria Main, 3F, Galleria Luxury Hall
    East, 515, Apgujung-dong, Gangnam-gu,

    Hyundai Main, 4F, Hyundai DPS, 429,
    Apgujung-dong, Gangnam-gu, Seoul

    Shinsegae Main, 5F, Shinsegae DPS,
    52-5, Choongmuro 1-ga, Jung-gu, Seoul

    Hyundai Daegu, 2F, Hyundai DPS, 2-ga,
    Gyeosan-dong, Jung-gu, Daegu. Seoul

    The Landmark, B1/F, 15 Queen’s Road
    Central, Hong Kong

    Zaha Hadid Architects and Neil Barrett are continuing their collaboration on further Shop in Shop concepts to open in Beijing, Shanghai and Seoul.


    Zaha Hadid Architects

    Zaha Hadid
    Patrik Schumacher

    Project Architect:
    Claudia Wulf
    Elke Presser

    Concept Development:
    Claudia Wulf
    Elke Presser
    Torsten Broeder


    Surface Material:
    PU Foam with glass fibre resin coating


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