Reebok Flagship Store

Text description provided by architects. Sportswear has been in vogue ever since sports from tennis to golf began to become popular. In addition, functional clothing as a basic look is being integrated into daily fashion, and the item goes beyond the concept of sportswear and is integrated into a fashion item and is gaining popularity among the public through cooperation with luxury and overseas brands.

Reebok, the sportswear brand that has already established its niche, is now taking a new direction by deviating from functionality to incorporating everyday fashion products based on its technology. Recently, the classic line has gained popularity among the public along with sneakers released in collaboration with Maison Margiela. Following this trend in sportswear, Reebok's new flagship store embodies the model of the fashion brand space and changes its previous brand voice.

The interior concept of the new Reebok flagship store boldly reveals a new concept for the first generation sportswear brand, “Superhero Re-landing.” This bold design concept is clearly evident from the store's entrance. The logo in front of the facade symbolizes a hero figure diving through the roof of the building, adding impact to the new presentation of Reebok's brand identity.

There is a large logo placed diagonally in front of the space directly in front of the building and covers a partial area of the interior space. Such a placement arouses the viewer's curiosity and visits as the symbol is used by the large crowd of Dongseong-ro. Once one passes the large logo, the space is divided into two parts, the signature sneaker area and the clothing area. The sneaker area has a floor composed of glass and lighting, and the team has separated the display of the classic ascending line and the functional line.

The walls for the clothing and accessories area are separated from the sneaker area, and are intentionally designed with broken concrete walls that reveal metal finishes on the interior. This design concept aims to represent Reebok's high-tech brand identity that is in line with the new contemporary trend by communicating a street look. It envisions a superhero who tears off his everyday clothes to reveal his original costume (like Superman). The cracked and broken parts of the concrete walls represent the brand identity based on the high-tech background with the addition of the visible metallic material.

The Reebok Dongseong-ro flagship store seeks to go beyond the typical sports brand space and showcase the brand's current state of embracing change in line with the current trend. With the abundance of sports brands, Reebok has constantly emphasized its identity as a functional sports brand and boldly seeks to differentiate itself by actively displaying its unique qualities.