Palace Seoul Jamsil
Palace's third Seoul store is its first inside a shopping mall, sitting within Lotte World Mall at the foot of Lotte World Tower — South Korea's tallest building. The design draws its language from Jongmyo Shrine, one of the city's most iconic architectural treasures, reinterpreting its celebrated horizontal continuity through Palace's own DNA.
A consistent rhythm of round columns runs the length of the long, narrow store, while mirrored walls amplify the effect into something closer to infinite. Just inside the entrance, a faceted glass deck wall — a mirror-and-glass fixture suspending skateboard decks — greets visitors and extends that infinite-mirror effect from the very first step in.
Concrete columns in a corduroy-fluted finish, each lit from above with a downlight, lend the space a shrine-like atmosphere, while wood panelling and camouflage marble cladding bring in Palace's own raw, rugged edge. A monumental bulldog stands on an open-facade plinth, letting visitors get closer than ever before, while a large freestanding LED video wall and the infinity Tri-ferg 3D LED signage complete the space as its standout feature installations.
Client: Palace Skateboards | Retail
Director: ostvo
Collaborators: he1, Worksout
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