Using Brick to Emulate a 19th Century Design Aesthetic

Robert A.M. Stern Architects (RAMSA), in collaboration with Haeahn Architecture, has completed its first project in South Korea: a 7-story facility for leading national retailer Shinsegae in the heart of Seoul. Accommodating a unique dual-purpose program, Shinsegae Namsan is designed as both a corporate training facility for countrywide Shinsegae staff and a cultural amenity for Seoul.

Located at the western edge of Jangchungdan-ro with beautiful views of Namsan Mountain, the 200,000 square-foot building houses educational, training, and conference spaces, along with offices. A publicly accessible ground floor houses a flexible multipurpose venue for concerts, performances, lectures, and other cultural events.

“As a firm, we’re exceptionally proud of the fact that our first building in Korea is not only for a company that is as renowned as Shinsegae but doubles as a cultural amenity for the people of Seoul,” says RAMSA partner Gemma Kim, who has led the firm’s growing presence in Korea.

Composed of a series of sweeping curves, Shinsegae Namsan’s architecture deftly manages its public-private program and graded site, while prioritizing natural light and views. At the ground level, Shinsegae Namsan forms a strong street wall along an adjacent road. As it backs away, curving geometries orient towards sun exposures and frame southwestern panoramas of the city from both interior spaces and outdoor terraced gardens.

“Working closely with Shinsegae’s leadership, we devised an architectural response that considers the building’s dual-purpose program, its graded site, sun exposures, and views. The use of curving geometries was key to orchestrating all these different components together in a unified whole,” explains RAMSA partner and design lead, Dan Lobitz.

Namsun Lee

Shinsegae Namsan’s massing—both contemporary in character and organized with traditional principles—was informed by the existing neighbourhood context. Facing Jangchungdan-ro, a rusticated limestone facade defines a central pavilion, enclosing a grand three-story atrium where multiple entrances converge. Above, curving setbacks reduce the building’s visual scale, with its tallest portions located at the site’s rear. Such setbacks create natural opportunities for expansive outdoor terraces, including an impressive rooftop garden with a RAMSA-designed landscape on the building’s fifth level.

A monolithic textured brick façade, set above the rusticated limestone base, is among the building’s most striking features, composed of a continuous pattern of recessed brick, punctuated by portions of brick “screens” set in front of glass windows. The building’s crown, a decorative brick-screen penthouse, creates a lantern-like presence on the skyline. Open and recessed brick patterns subtly distinguish Shinsegae Namsan’s various elevations.

All bricks are hand-moulded to reflect craftsmanship and a sense of history, allowing the building to harmonize with the neighborhood, while introducing a contemporary appearance. This brick façade exemplifies RAMSA’s expertise in the design and construction of complex masonry facades, honed over decades of studying architectural precedent in New York and beyond.

“Shinsegae Namsan’s highly articulated, patterned brick façade is key to distinguishing its elevations, managing scale, and connecting with the local context,” explains Lobitz.

Shinsegae Namsan’s ground floor, horseshoe-shaped atrium is flanked by two public retail spaces. The multipurpose venue, Trinity Hall, was designed with leading acousticians Nagata. The 471-seat venue is equipped to a range of cultural events, including lectures, concerts, recitals, and films. A fully transformable gala seating system accommodates events of different types. When needed, seats recess into a cavity below the floor to create a flat surface suited for events such as fashion shows, galas, and other gatherings.

Interior design was led by Pierre Yves Rochon.