COV Studio has completed the design of PLEATSMAMA's second flagship store, a sustainable pleated knit bag brand, within Seoul's historic Gwangjang Market. The 88-square-meter retail space, completed in 2023, represents a contemporary interpretation of traditional Korean marketplace culture while embodying the brand's commitment to environmental responsibility through natural circulation and eco-friendly materials.
The project was developed under the concept "Meeting neighbors while strolling through the marketplace," which reinterprets the vibrant everyday scenes of Korea's oldest traditional marketplace through modern spatial design language. COV Studio's design team, led by architects Minkoo Cha and Boram Kim, along with technical team member Jongbae Park and design team member Bomyi Jung, focused on transforming the retail environment from a space that is merely observed into one that offers an immersive experience.
Located within Gwangjang Market, the store benefits from its position in one of Seoul's most culturally significant commercial spaces. The market, which has served as a central hub for traditional Korean commerce for generations, provides an authentic backdrop that aligns with PLEATSMAMA's philosophy of sustainable practices and community connection. The design successfully bridges the gap between traditional marketplace aesthetics and contemporary retail requirements.
The architectural approach emphasizes the brand's sustainable spirit by creating a tangible and enduring form that reflects PLEATSMAMA's commitment to environmental consciousness. The space incorporates natural circulation principles and utilizes eco-friendly materials throughout, demonstrating how retail design can actively support sustainable business practices while maintaining commercial viability.
Photographer Yongjoon Choi captured the completed project, documenting how the design achieves its goal of creating an experiential retail environment. The store's interior design successfully balances the need for modern retail functionality with respect for the historic context of Gwangjang Market, creating a space that feels both contemporary and rooted in Korean commercial tradition.
The project represents a growing trend in retail design where brands seek to align their physical spaces with their values and mission statements. By choosing to locate within a traditional marketplace and incorporating sustainable design principles, PLEATSMAMA and COV Studio have created a retail environment that serves as both a commercial space and a statement about responsible business practices in the modern economy.
