Shinsegae Namsan: Modernity and Tradition Converge in Seoul

Working in collaboration with Haeahn Architecture, Robert A.M. Stern Architects (RAMSA) has made its South Korean debut for leading national retailer Shinsegae with a seven-story building in Seoul.

The project, dubbed Shinsegae Namsan, was conceived with a dual function: On the one hand, the complex serves as a national training center for the retailer’s staff. On the other, it represents an important cultural landmark for the city as a whole.

Distinguished by the sweeping curves of its architecture, Shinsegae Namsan combines public and private spaces, while harnessing abundant natural light and offering views of Mount Namsan. At street level, the building functions as a wall along the adjacent thoroughfare. Then, as one moves away, its curvilinear lines open to the sunlight, framing the city’s southwest panoramas, visible from both inside and the outdoor terraced gardens.

One of the building’s most distinctive features is its rough-textured limestone façade, which defines a central pavilion that houses a spacious three-story atrium with multiple access points. Curved recesses in the upper portion of the building reduce its visual mass, with the tallest elements situated toward the back of the site. These recesses house large terraces, including a rooftop garden on the fifth floor. Different brick bonds articulate the elevations, echoing the local context while maintaining a contemporary aesthetic. With its open-bond brick screen, the top level adds a lantern-like glow to the city skyline.

At street level, a horseshoe-shaped atrium is flanked by two public spaces for concerts, performances, conferences, and cultural events. Trinity Hall, designed in collaboration with acoustics expert Nagata, has a seating capacity of 471. By retracting the stalls into a recess beneath the floor, the hall can be reconfigured to create a flat surface for hosting events such as fashion shows, gala evenings, and other gatherings.

A distinctive aspect of the building is its brickwork, with each brick handcrafted to reflect local craft traditions and heritage – a testament to RAMSA’s expertise in designing complex masonry façades.

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