Beginning with its establishment as the country’s first department store in 1930, Shinsegae has played a significant role in South Korea’s retail sector. Evolving from a retail trailblazer to a company committed to enriching public life through diverse initiatives over the years, Shinsegae has expanded its operations to include projects beyond commerce, emphasising cultural engagement and collaboration through infrastructural and architectural development. Shinsegae Namsan, its latest endeavour in Seoul, reflects on this progression. A seven-storey structure designed by New York-based Robert A.M. Stern Architects (RAMSA) in collaboration with Haeahn Architecture, the building's programming combines a corporate training centre with a cultural venue, demonstrating a thoughtful integration of purpose and place in Seoul’s dynamic urban landscape.

At first glance, Shinsegae Namsan’s intricate brick façade and curving geometries suggest a building that is more about its exterior expression than its functional intent. The sweeping curves of this commercial architecture project’s design emerge as a direct response to the challenges of its sloping site. These fluid geometries not only harmonise the building with its topography but also create opportunities for abundant natural light and expansive views of Namsan Mountain and the cityscape. Outdoor spaces, including terraced gardens, play a vital role in establishing a connection between the built environment and the outdoors. Overall, the relationship between the structure’s contemporary form and its surrounding context underscores the architects’ sensitivity to place.

Contrasts define the facility’s essence, revealing a deliberate interplay between public and private, contemporary and rooted, urban and natural. These themes resonate strongly in Seoul, a city shaped by its ability to merge contrasting forces into a cohesive and thriving whole. This approach also underscores the firm’s philosophy of architecture imperatively reflecting its setting while creating opportunities for connection and engagement. By embracing these dualities, the project embodies a nuanced response to the city's evolving urban identity.

At the heart of Shinsegae Namsan lies Trinity Hall, a versatile venue that accommodates a wide array of cultural events, from concerts and lectures to galas and fashion shows. Equipped with a state-of-the-art transformable seating system, the 471-seat hall can adapt seamlessly to different configurations. This adaptability further reflects the building’s broader ethos to serve both corporate and community needs, without compromising either. Additionally, surrounding the hall, retail spaces enhance the building’s public interface, inviting visitors to engage with and activate its vibrant ground floor beyond dictated official uses.

The upper floors are dedicated to classrooms, offices and training facilities for Shinsegae staff, with thoughtfully integrated terraces and green spaces providing moments of respite and opportunities for collaboration or spontaneous connections.

The perforated brick wall that rises above the limestone base, primarily composing the façade design, is among the building’s most striking features. Hand-moulded bricks arranged in intricate recessed and screen-like patterns lend a sense of depth to the structure, exuding fine craftsmanship, while also providing functional benefits such as shading and ventilation. The façade culminates in a decorative brick-screen penthouse, which creates a lantern-like effect at night, subtly marking the building’s presence on the Seoul skyline. This meticulous design attention to detail further reflects RAMSA’s expertise in masonry, honed through decades of studying and reinterpreting architectural precedents.

“Unlike other masonry materials, brick appealed to us for its ability to function as a flexible ‘fabric’ that emphasised and complemented the building’s form”, explains Dan Lobitz, Partner at RAMSA. “As part of the design process, we carefully studied various brick patterns, going as far as drawing each individual brick and developing full-scale facade mock-ups. The result is a facade that offers a sense of both fluidity and solidity”.

With over 50 years of practice in architecture and design, the New York-based firm has consistently emphasised creating tactile and enduring expressions of built form that respond to both historical context and contemporary demands.

Gemma Kim, partner at RAMSA and a key figure in the firm’s growing presence in Korea, observes, “For Shinsegae Namsan, we saw brick as a tactile opportunity to engage with elements of the local architecture, while simultaneously creating something new and distinctive within the city’s otherwise glassy landscape of commercial buildings.” This approach of balancing tradition with innovation outlines Kim’s architectural philosophy, shaped by her experiences as a Korean architect and a New Yorker.

The interiors, led by designer Pierre-Yves Rochon, continue similar themes of balance and refinement. The three-storey atrium, which serves as the building’s central gathering space, is flooded with natural light, creating an open and welcoming atmosphere. The interior design emphasises functionality and elegance, with classrooms and offices arranged to double up on those tenets. Natural materials and a warm colour palette complement the building’s exterior, fostering a cohesive and harmonious environment.

Shinsegae Namsan’s combining of corporate and public functions is poised as a defining aspect of its identity, architectural and otherwise. By accommodating the needs of the staff while providing cultural amenities for the broader community, the building serves as a model of how architecture can transcend its often singular, relegated purposes. Its ground-floor spaces, in particular, amplify this ethos, inviting public interaction and engagement through thoughtful programming and accessible design.

Perched atop the structure, the rooftop garden stands out as a serene retreat amidst the city’s vibrant builtscape. More than a space for relaxation, it demonstrates sustainable design principles by incorporating native plant species that foster biodiversity and mitigate urban heat. This lush haven juxtaposed against the bustling cityscape, underscores how architecture can harmonise human activity with environmental stewardship.

Designed to resonate with its surroundings, the building achieves a sense of belonging through thoughtful proportions and strategic orientation. It anchors itself in the landscape without dominating it, allowing light, air, movement to flow through its spaces. This approach creates a structure that feels organic, settled in, as if it has been a part of the neighbourhood’s story.

In designing their first project in Korea, RAMSA embraced the opportunity to engage with both Seoul’s complex yet definitive urbanscape, as well as Korean architectural traditions, while introducing contemporary interpretations. This blending of influences is evident in nearly every detail, from its thoughtful massing and material choices to its flexible programming and user-focused design. As a first in the country despite a distinctive body of works across the world, it represents a meaningful milestone for the firm, solidifying its commitment to contextual, community-focused architecture.

Project Details

Design Architect: RAMSA (Robert A.M. Stern Architects)
Architect of Record: Haeahn Architecture
Interior Design: Pierre Yves Rochon
Landscape Design: RAMSA (Robert A.M. Stern Architects)
Size: 200,000 sq.ft.