The Piretti flagship store in Seoul, designed by NiiiZ Design Lab, translates the brand’s identity into a spatial experience that connects golf culture, material research and product display. Located in Gangnam-gu, an area with a high concentration of golf-wear stores, the project responds to a growing market while redefining the brand’s presence beyond equipment.
The store introduces clothing and accessories alongside Piretti’s core product, maintaining continuity with its established positioning.
Retail concept: translating golf culture into spatial experience
The project takes inspiration from the putter, a key element in golf used to complete each hole. This reference becomes the conceptual foundation of the space, interpreted as the final moment of the game.
The design builds an environment that evokes precision, control and performance, aligning the retail experience with the symbolic value of the product. The space positions the customer within an abstracted representation of the golf context.
Materials and surfaces: brand identity through material language
Material selection plays a central role in expressing the brand. Black marble, matte concrete, pressed aluminium panels and hairline stainless steel define a consistent and controlled environment.
These materials reflect the construction quality associated with Piretti products, reinforcing the perception of precision and durability. The palette remains restrained, allowing the products to emerge clearly within the space.
Retail layout and display systems: product hierarchy and customization
The 341 sqm layout organizes different product categories—putters, apparel and accessories—within a coherent system. Custom display elements, developed with a local artist, support the presentation of gloves, hats and bags.
The arrangement ensures clarity and accessibility, while maintaining visual consistency across the store. The integration between architecture and display systems reinforces the overall retail strategy.
Spatial elements: staircase as focal point and brand symbol
A bronze spiral staircase acts as the central architectural element of the store. Its form recalls a trophy, reinforcing the idea of achievement and victory associated with golf.
Beyond its functional role, the staircase defines the spatial hierarchy and contributes to the identity of the environment, becoming a visual anchor within the layout.
Retail experience: familiarity and brand extension
Although Piretti is well established in the golf equipment sector, its entry into apparel and accessories requires a different level of engagement. The store addresses this by building a familiar environment rooted in the brand’s existing values.
By referencing materials, forms and concepts already associated with Piretti, the design bridges the gap between product categories, supporting the transition toward a broader retail offering.
Credits
Location: Gangnam-gu, Seoul, Korea
Design: NiiiZ DESIGN LAB
Design Team: Soojeong Lim, Solzy Maeng
Area: 341 sqm
Photos courtesy: Studio Gothic