Matching optional, mixing mandatory. Straight-laced or upscale are definitely not the main characteristics of the target audience of Spicy Color’s peppy and girly clothing store in Seoul, Korea.
The candy-coloured “fashion playground” shop expresses the brand’s sweet and happy mantra of “joy.play.love.” with a pop-art retro vibe.Students, most likely female, will find themselves completely at home in this slightly messy, dorm-room environment with its mix-and-match, low-brow fixtures, gooey colors and “wastebasket” lighting.
The website repeats the same feel: a dated yellow typewriter, a yellow scooter, big dice, a shoe-shaped pink armchair, a retro guitar — it all reminds us of cast-offs, second-hand finds and an adventurous creative spirit.
The clothing is equally fun and colourful, and the entire brand approach is spelled out as “fashion is play.” The design of the store is by local design firm m4, under the direction of Kwang-Hyun Han and Yun Young-Sub. - Tuija Seipell.
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