The 0914 flagship store serves as a multifunctional commercial space for Simone, a premium South Korean leather handbag company. Simone has built its reputation over 30 years by manufacturing for luxury brands like Burberry, Michael Kors, and Coach. Leveraging this world-renowned craftsmanship, Simone launched its own luxury brand, “0914,” and established the flagship store in the heart of Seoul’s upscale fashion district.
Situated near the bustling Dosan Park neighborhood, known for its international luxury boutiques and fine dining, the 0914 flagship store combines retail, café, restaurant, and art gallery spaces. This venue aims to showcase Simone’s rich leather craftsmanship and embody the brand’s dedication to high-quality handbag production.
TRU Architecture + Eho, winners of the design competition, developed the store’s architectural concept. For a luxury brand with a rich manufacturing legacy, they proposed a “village” theme—a space that embraces new products, artisans, and artists alike. This “cooperative village” fosters collaboration between seasoned leather craftsmen and emerging designers, reflecting Simone’s culture of creative partnership with young artists in handbag design.
△ Sketch
△ Axonometric diagram
△ Model
△ Profile model
The building’s form is inspired by a village, resembling small houses stacked inside white boxes. The stark white exterior contrasts sharply with the brick textures, creating a striking interplay of form, color, and material. Inside, this carved village concept is inverted, producing small gabled structures that serve as shops and artist studios.
The building’s underground level features a multi-layered plaza concept, designed to encourage interaction between craftsmen, designers, customers, and visitors. A brick staircase leads down to this plaza, which also serves as a venue for fashion shows. The rooftop offers a villa-like retreat, nestled in a hidden garden over water, with shallow pools and silver grass spreading across two levels.
This flagship store blends Simone’s deep manufacturing expertise with fresh, youthful design energy to create a vibrant central hub.
Design Drawings
△ General layout plan
△ First floor plan
△ Second floor plan
△ Third floor plan
△ Fourth floor plan
△ Underground floor plan
△ Underground second floor plan
△ Underground third floor plan
△ Underground fourth floor plan
△ Roof plan
△ Sketch
△ Sketch
Project Information
Project type: Store
Location: Gangnam-gu, South Korea
Architect: TRU Architects
Designer: Eho
Area: 2,377 m²
Year: 2017
Photographer: Youngchae Park
Manufacturers: AutoDesk, Ilshinstone, Trimble Navigation, Wienerberger
Lead Architects: TRU Architects, Eho
Design Team: Sungik Cho, Eho, Jeil Choi, Junho Park, Kyungok Yoon, Jaeyoung Joo, Kiwon Oh, Jungyoon Kim
Interior Design: Archigroup MA
Construction Sketch: UAD Architects Group Company Limited
Structural Engineering: Opus Pearl
Mechanical Engineering: Kunil Engineering
Electrical Engineering: Kunil Engineering
Construction: Kiro Construction
Client: Simone Limited
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