To showcase Daniel Lee’s Fall 2020 collection for Bottega Veneta in Seoul, Random Studio was enlisted to design a pop-up experience and store scenography.
Drawing inspiration from its location next to the iconic Hyundai Card Music Library, They created a spatial listening experience based on the ‘Acousmonium’ sonic installations, pioneered by Francois Bayle in the 1970s.
The experience is housed in a reflective inflatable structure in front of the building. It blends acoustic properties with architecture and aesthetics, nestling 24 speakers of various sizes into its voluminous walls to produce a three-dimensional sonic landscape, determined by the speakers’ varying frequency response.
Upon entering, visitors encountered an atmospheric, evolving soundscape that they can explore with their bodies by moving or staying still. Layers of sound overlap to conjure up different dreamscapes – the gentle seascape of Ischia, the tranquility of a morning hike through the hills of Jeju Island, the bustle of New York’s streets – all of which are woven together with musical elements created by Seungmin Cha.
The installation’s aesthetics were mirrored inside the Hyundai Vinyl & Plastic pop-up store next door, where we designed the product displays out of reflective materials and inflated structures. The two locations allowed for a focused experience design; one dedicated to an immersive brand experience and the other a powerful product display, with both sharing art direction and concept.
Location | 246 Itaewon-ro, Hannam-dong, Yongsan-gu, Seoul, South Korea
WHERE FASHION GETS CREATIVE
Press ESC to close
To continue reading this article join today
Stay Inspired. Stay Informed. Stay Elevated.
Membership gives you full access to Industry Analysis & Creative you won’t find anywhere else
Unlimited Access to TheImpression.com
The Impression Daily Newsletter & Breaking News Emails
Exclusive Interviews With Fashion's Leading Creatives
Access to the Largest Collection of Branded Fashion Films
Access to the Largest Runway Coverage
Most Comprehensive Collection of Fashion Street Style Images