Shinsegae

Twelve at House of Shinsegae opened in late 2025 and applies the language of high-fashion editorial design to food retail. It follows an earlier collaboration with Shinsegae's VMD team at the Gangnam Branch Food Market. Where that project was built on relaxed abundance and homely charm, Twelve moves to a hyper-modern, gallery-style aesthetic.

Across twelve distinct zones, the scheme borrows showcase merchandising from luxury fashion boutiques. Products are given room rather than piled up: seasonal fruit such as melons is set out as individual pieces, and the Wonder Bar lines up smoothies in an exact horizontal colour gradient. Repeated, rhythmic arrangements lead the eye, while floating glass layers and sculptural plinths on custom fixtures create varied heights, so each display reads as a composed still life from any angle.

Detail is handled with the precision of a fashion shoot, down to the spacing between bottles of perilla oil and the angle of a watermelon, set in high-contrast, minimalist surroundings that lift the perceived value of the whole range. Placing items one by one encourages shoppers to slow down and notice the quality of the produce, an approach the team says has significantly increased dwell time.