Dickies Flagship Store by oftn studio, Seoul

The Dickies Flagship Store in Seongsu, Seoul, marks the iconic American workwear brand’s first dedicated flagship presence in South Korea. Designed by oftn studio, the 65-square-meter retail interior occupies a 40-year-old building previously used as a leather goods store. Commissioned by Musinsa, the project reflects a strategic effort to reposition Dickies within the Korean market while remaining firmly rooted in the brand’s longstanding values of durability, authenticity, and workwear heritage.

Located in Seongdong-gu, an area widely recognized for its industrial legacy and evolving creative culture, the project embraces the existing architectural character of its context. The original red brick exterior, visibly aged and weathered, was deliberately preserved. Rather than erasing signs of time, the design reinforces them, aligning the building’s natural patina with Dickies’ identity as a brand shaped by labor, endurance, and longevity. The restrained approach to the facade introduces large openings that visually connect the street to the interior, inviting passersby into the space while maintaining a modest street presence through minimal signage.

Inside, the flagship store unfolds as a carefully zoned retail environment that balances commercial clarity with spatial storytelling. The layout is structured to guide visitors intuitively through different product categories, enhancing both customer experience and sales performance. Steel and wood elements are used selectively throughout the interior, reinforcing the material language associated with industrial workwear while differentiating product zones through subtle shifts in texture and tone.

A dedicated collaboration area stands out as a focal point within the store, providing a flexible platform for seasonal partnerships and limited-edition collections. This zone introduces a more contemporary expression, contrasting with the raw, unrefined surfaces found elsewhere in the space. The original walls and ceilings were left largely untouched, preserving visible traces of aging and construction that anchor the interior in its past. This decision reinforces a narrative of continuity, where the history of the building becomes inseparable from the brand’s philosophy of resilience and long-term use.

Material choices play a central role in shaping the store’s identity over time. Wood and metal were selected not only for their visual resonance with Dickies’ core materials but also for their capacity to age gracefully. As the store evolves, wear and patina are expected to enrich rather than diminish the spatial character. In contrast, areas such as fitting rooms and storage spaces adopt a more refined, contemporary language, emphasizing the adaptability and functional diversity of the interior.

Vertical circulation introduces another layer of spatial experience. The staircase connects different zones while showcasing past collaboration items near the fitting rooms, allowing visitors to engage with the brand’s evolving history. This integration of archival and current collections creates a fluid dialogue between past and present, reinforcing Dickies’ long-standing relevance within contemporary fashion culture.

The rooftop extends the store’s multifunctional approach through modular furniture elements. Benches designed from wood and metal can be stacked or reconfigured into display shelving, embodying Dickies’ emphasis on practicality, adaptability, and material honesty. This flexible setup transforms the rooftop into both a social and retail extension of the interior, supporting events, displays, and informal gatherings.

All photographs are works of Yong-joon Choi