In this Brownyard The Hyundai Seoul [Archive Sale and New Season] pop-up, we wanted to show the story of Brownyard from 2017 to 2024. We chose the concept of "exhibition" to reveal the elegance of the heritage we have built over each season.

Brownyard is a brand that values material selection and balance. We wanted to create a natural bond between space and the brand by using restrained colors on the floor, walls, and the entire fixtures.

After several client meetings, they decided to make the hangers and display tables out of wood. They chose the "Veneer Peel Application" method and attached thin wooden peels step by step with a pan that was heated on top of primary furniture made of basic wood. While it is a rather difficult process to attach wood shells to curved surfaces, it is also the most confident method utaestudio has ever been able to do so. Crafted with artisans who have worked with them for 30 years, it is more meaningful and fits into Brownyard's craftmanship. After the exhibition space is completely replaced with a clean carpet, specially designed furniture is placed to complete the space.