Urban Sophistication Opens Seoul Flagship in Restored Hanok

Urban Sophistication has launched its inaugural flagship store in South Korea, situated within a century-old hanok in Bukchon Hanok Village, Seoul. Spanning 140 square meters, this project was crafted by co-founder Elad Yam alongside PUMP Spatial Design and constructed by Kisae Studio. The design retains the original timber framework, exposed rafters, traditional roofline, inner courtyard, and original circulation pathways. The shopping experience mimics a home environment, featuring a series of intimate rooms leading to a bedroom, without a conventional checkout area. Most furnishings were custom-made for this space. The internal courtyard serves as the main source of natural light, while many street-facing openings have been sealed to promote an inward-focused ambiance. The design distinctly separates historic architecture from contemporary retail elements, reflecting a commitment to the building's history.