경기 남부지역 대형상권에 위치한 신세계백화점 경기점은 가족 단위의 고객이 많은 점포이며, 새롭게 단장된 8층은 하나의 ‘가족’이라는 키워드로 아동, 골프, 아카데미를 한 층에 전개합니다. 이러한 방향성에 맞춰 NBDC 는 어른과 아이의 제품군에 따라 공간의 차별성을 두지 않고, 가족이라는 공통된 특징에 집중하였습니다.
“모든 어른은 한 때 어린이였다.”라는 생텍쥐페리의 말처럼 모두는 한 때 동심과 상상이 가득한 어린이였고, 이 공간에서만큼은 남녀노소, 아이까지 모두가 즐거움과 상상력을 무한히 가질 수 있는 하나의 놀이터와 같은 공간이기를 꿈꿨습니다.
층의 가장 중앙 ‘극장’은 고전적인 천장 디자인을 통해 큰 범위를 포괄하며 모두의 시선을 중앙으로 이끌고, 도착한 중앙에선 다양하게 변하는 무대의 장치처럼 매번 흥미로운 팝업이 열립니다. 그리고 중앙을 둘러싼 외곽의 벽면 매장들은 고대극장의 ‘객석’처럼 다양한 시선으로 공간을 즐길 수 있게 함과 동시에 ‘그 자체의 무대’로서 고객들을 맞이합니다.
이러한 다양한 요소들은 마치 우리가 특정 장소에 있는 것과 같은 착각을 불러일으킵니다. 이로써 NBDC 는 하나의 ‘상상극장’이 우리에게 ‘재미있는 일상’으로 기억되기를 바랍니다.
Shinsegae Department Store Gyeonggi, located in a large shopping center in the southern part of Gyeonggi Province, has a large number of family customers, and the newly renovated 8th floor features children's, golf, and academies on one floor with the keyword 'family'. In line with this direction, NBDC did not differentiate the space according to the product lines of adults and children, but focused on the common feature of family.
In the words of Saint-Exupery, “All grown-ups were once children", and we envisioned this space as a playground where everyone, young and old, male and female, can have unlimited fun and imagination.
The 'Imaginarium theater' is a magical space where anything can happen, and a place of joy and inspiration for children and adults. We wanted the 8th floor of Shinsegae Department Store Gyeonggi to be like a 'theater', a place to enjoy and inspire while staying, coming, and going, so we projected some elements of old theaters throughout the floor.
The 'theater' in the center has a classic ceiling design that encompasses a large area and draws everyone's attention to the center, where, once there, an interesting pop-up opens up every time, like an ever-changing stage set. And the wall stores on the periphery surrounding the center are 'stages of their own', welcoming customers while allowing them to enjoy the space from different perspectives, like the 'audience' in an ancient theater.
These various elements create the illusion that we are in a specific place. Through this, NBDC hopes that the 'imaginarium theater' will be remembered as a 'fun everyday life' for us.
special thanks to
SHINSEGAE INTERIOR DESIGN TEAM
Hyejung Cho
Jungho Roh
Yoonyoung Han
Opening Jul. 2023
Build area 4,111㎡
Use Department Store
Kid’s Wear & Golf
Client SHINSEAGE
Interior architect NBDC
Lead designer Rita, Myeonggeun Park
Team Heegyung Noh, Keunwoo Park, Heejeong Kim, Juyoung Lee
in collaboration with
Photography Yongjoon Choi
Build area 4,111㎡
Use Department Store
Kid’s Wear & Golf
Client SHINSEAGE
Interior architect NBDC
Lead designer Rita, Myeonggeun Park
Team Heegyung Noh, Keunwoo Park, Heejeong Kim, Juyoung Lee
in collaboration with
Photography Yongjoon Choi
ⓒ 2023 NBDC
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Respect copyrights, encourage creativity!
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy or any storage and retrieval system, without permission in writing from the publisher.
Respect copyrights, encourage creativity!