street fashion brand invites shoppers into a vibrant car wash-inspired pop-up in korea

niiiz design lab injects vitality & whimsy into Seongdong-gu

In the heart of Seongdong-gu district, South Korea, Mark Gonzales pop-up store infuses bold color and vitality to a bland industrial street in the city. The renowned street fashion brand representing freedom and artistic expression has breathed new life into one of Korea’s most popular sites with a spatial design executed by NiiiZ Design LAB. The design team’s concept celebrates the essence of the brand, while confronting the vanishing of everyday life spaces due to the pandemic and forces of capitalism with a playful approach.

The exterior is wrapped in a bold and transparent envelop, inviting visitors to step inside a space reminiscent of a small auto repair shop and car wash. Design elements inspired by machinery brushes and tools, using Mark Gonzales’ signature yellow brand color, infuse the pop-up store with a playful spirit, meanwhile transparent vinyl curtains, commonly seen in car washes and factories, serve as the entrance —  further blurring the line between the ordinary and the extraordinary.

a wide-scale wrapping used for cars envelops the exterior of the building | all images courtesy of NiiiZ Design LAB

Mark Gonzales pop-up store emulates a car wash

Once an industrial area, Seongdong-gu district has evolved into a bustling blend of commercial and industrial spaces, fueled by the changes brought about by the pandemic. The existing daily spaces have transitioned into commercially valuable ones, meanwhile the appearance of new architectural spaces have brought about a new character to the area. Amidst this transition, Mark Gonzalez sought to establish a pop-up store that showcases their fashion labels while weaving in the narrative of vanishing mundane spaces. ‘The staff tried to depict everyday spaces such as game arcades, small markets, auto repair shops, and public saunas by incorporating each brand’s identity in a witty manner,’ shares the team at NiiiZ Design LAB.

NiiiZ Design LAB’s intervention begins with the facade, which is engulfed in a large-scale wrapping, similar to that used for cars. With bold monochrome hues, and the brand symbol and logo, this envelop subtly displays the brand’s symbol and creates an intriguing silhouette on the street front. Notably, the design team devised a method for easy replacement, avoiding the need for ripping the covering layer and allowing for convenient renewal and change.

on the first floor, the design concept is based on a small auto repair shop and car wash

The second floor is accessed exclusively through the first floor, introducing a space that reflects the brand’s core concept with a ‘street vibe’ and a skateboard track as the main motif. Additionally, props such as street sign-inspired hangers and the ramp normally referred to as a pipe, were combined with street paintings, meanwhile items like steel grating often seen on sidewalks and sewer covers were incorporated to enhance the street aesthetic, reinforcing the brand’s identity.

the renowned street fashion has breathed new life into one of Korea’s most popular sites

transparent vinyl curtains commonly used in car washes were used to open up the facade of the building

props such as street sign-inspired hangers and the ramp were combined with street paintings

the second floor vividly shows the brand concept with the incline of the skateboard track

project info:

name: Mark Gonzales pop-up store
designer: NiiiZ Design LAB
location: South Korea

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edited by: ravail khan | designboom