Insilence is a domestic clothing brand well-recognized among the younger generation in South Korea, having achieved the top position in sales multiple times on the country's largest fashion platform, Musinsa.
The client expressed a desire for designs that embody the brand's identity, prompting us to contemplate the essence of the word "Insilence." Although its literal meaning is "silence" or "quiet," the name brought to mind Jun'ichirō Tanizaki's book "In Praise of Shadows."
When translated into Korean, it means "Regarding Shadows," which aligns well with the brand's meaning.
We pondered how to express the brand's image through design and came to the conclusion that a lighting plan, applied to elements such as walls, ceilings, and furniture that make up the space, could create depth and density by introducing shadows. Considering the client's preference for cold materials and the brand's image, we finished the space with special paints in metallic, black, silver, and gray colors, as well as floor tiles.
When you look at the store from the entrance, the space appears to be divided into two colors, yet it can also be perceived as one unified space.
This dual approach was chosen because the brand's past style emphasized monochromatic palettes and a hip sensibility, while its current direction embraces hipness alongside a more casual and avant-garde style.
The plan reflects the desire to maintain the brand's heritage while being open to various styles.
Additionally, we applied lighting plans to the walls with varying angles and finishes to create shadows when illuminated.
We displayed clothing under an overhang to add dimension and ensure the clothes stand out.
Each handle and object was meticulously designed to align with the concept, resulting in a space that cohesively embodies the brand's identity.
