The ontological paradox of the concept of fantasy lies in the fact that it overturns the standard opposition of subjectivity and objectivity. Fantasy, by definition, is certainly neither objective nor subjective. Rather, it falls under the category of an uncanny phenomenon, an objectively subjective experience described by Slavoj Zizek as “the way things actually, objectively seem to you even if they don’t seem that way to you.”

The tight store space of Andersson Bell effectively provides a sense of fantasy through deploying dramatic contrasts within the space: between cold and heavy materials or soft and rough textures. The grotesque visual which deviates from the fantasy of universal beauty and the cold, arid masses of metal both serve as Andersson Bell’s tools for expression and a suggestion of the store’s ideal values.

Type: Fashion Flagship Store

Client: Andersson Bell

Location: 38, Seolleung-ro 153-gil, Gangnam-gu, Seoul, Republic of Korea
Floor Area: 108㎡
Involvement: Concept Design, Construction
Date of completion: April, 2017
Collaboration: Furniture: Ledongil / Artwork: Giseok, Cho / Rug: Fivecomma
Photography: Sunghoon, Han