Acne Studios Korea Flagship is a minimalist interior located in Seoul, South Korea, designed by Sophie Hicks. Swedish culture prizes modesty and discretion. By contrast, Acne Studios’ designs are forceful and exude attitude. Our building will reflect this contrast. Viewed from the outside, it will be a restrained, rather elegant lightbox: translucent and ghostly but, in essence, plain and simple. There will be no decoration; the concrete will bear the imprint of rough timber such as that used to make boardwalks to the beach in the Stockholm archipelago; and Acne Studios’ clothing will be shown against softly reflective metal walls, freestanding in the open space; but there will not be a single decorative finish of a traditional kind.