Tom Greyhound Downstairs, Seoul

The trend that we call 'Anti Big' continues to thrive as innovative brands increasingly turn to visual artists to design their stores.

As the corporate rollout becomes ever more tedious, what better way to inject originality and interest than to create a shop that is a three dimensional work of art?

The Do San Park area of Seoul is the up and coming area for premium fashion brands, and Korean company Handsome has developed a new fashion brand called Tom Greyhound.

Located in the basement of the amazing, surreal and moss covered Ann Demeulemeester building, the Tom Greyhound Downstairs store is a creation of Yoon Lee, a Berlin based visual artist who conceived the store as a reinterpretation of famous stories and fairy tales.

Thus the basement entrance and moss covered exterior suggest Alice's journey down the rabbit hole. The Mad Hatter's tea party provides the theme for the stack of cups and saucers which make up the pillars for the shelves. Rapunzel's long hair is used to dress the floor to ceiling curtain.

Witty and surreal, Tom Greyhound is an example of how a manufacturer can build a world class retail brand by being playful and creative.


Ann Demeulemeester BLDG. 650-14 Sinsa-Dong, Kangnam-Gu, Seoul, Korea 135-896


Yoon Lee, Berlin


Seung Hoon Lum
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