ST01 Flagship Seoul
ST01 FLAGSHIP SEOUL
Order Matter
ARCHITECTS
Order Matter
LEAD ARCHITECTS
Youseok Cho, Oliver Chiu
DESIGN TEAM
Youseok Cho, Oliver Chiu
MANUFACTURERS
Bagnara, ST01
PHOTOGRAPHS
Yongbaek Lee
AREA
39 m²
YEAR
2026
LOCATION
Seoul, South Korea
CATEGORY
Interior Design
English description provided by the architects.
The ST01 flagship store occupies the ground floor of a commercial building within a cluster of architectural material shops near Hakdong Station in Seoul.
The term flagship refers not to size but to the place that most clearly represents a brand's identity and standards. Although only 39 m², the store embodies ST01's motto, Classic stone, nothing else, allowing stone to become the primary presence of the space.
The project critiques typical stone showrooms where materials are displayed as small samples or mounted vertically under artificial lighting, obscuring their scale and character.
Instead, inspired by museum archive storage, a ceiling-mounted rail system supports steel panels measuring 1600 × 2750 mm, each holding a full stone slab within a metal frame.
The movable panels allow viewing from multiple angles under natural light.
The interior follows a strict 300 mm grid, aligning the ceiling, walls, and floor. Within this order, cast aluminium furniture and irregular stone compositions introduce moments of looseness.
The CNC-cut stone floor forms a contemporary interpretation of the Italian flooring technique palladiana.
Rather than a conventional showroom, the store operates as an urban archive where selected stones temporarily reside before continuing to architectural projects.
