"Planting Ingredients in Wooden Garden and Kitchen... This Is a Showroom, Not a Home"

Kolon FnC Sheepskin Brand 'Archive ABCK' Seongsu-dong Store

An Emotional Experience Space... Unique Naming Such as Jalapeno and Pinot Noir

[Asia Economy Reporter Yujin Cho] North of Seoul Forest, Seongsu-dong. This area, nicknamed 'Atelier Street' due to its unique red brick showrooms and cafes, is one of the hottest neighborhoods among the 2030 millennial generation.

On the 29th, we visited the first offline showroom (store) of Kolon Industry FnC Division's (hereafter Kolon FnC) sheepskin brand 'Archive ABCK,' located in a renovated detached house in a corner of Seongsu-dong. The stepping stones, wooden garden, a vanity filled with lipsticks, and a pantry neatly organized with various ingredients evoke the cozy atmosphere of a home. Instead of dazzling glamour at first glance, it is a space where fragments of memories and time seem to gather.

The showroom, which opened last month, was in full exhibition under the theme 'Fragments of Taste.' It was filled with themes and products that inspired the brand since its launch and collection development. It was designed not just as a space to 'sell' products but as a place to 'experience' the brand's sensibility.

Sehee Lim, brand manager of Archive ABCK, said, "This exhibition was prepared to expand consumer touchpoints beyond online to offline spaces," adding, "We aimed to reveal Archive ABCK's unique sensibility through fragments that show memories and time."

Launched in August last year, Archive ABCK targets working women, offering bags and flat shoes made from soft sheepskin material. The simple and basic designs are suitable for any style as office wear. The brand identity is emphasized through catchy names like 'Jalapeno,' 'Pinot Noir,' 'Tangerine,' and 'Pistachio,' reminiscent of items found in foreign supermarket grocery aisles.

To ensure comfortable wear, the 'Bologna construction' method was applied. This technique connects the insole to the shoe's side as one piece to prevent the insole from peeling off, commonly used by Italian luxury men's brands. Manager Lim emphasized, "This was considered with the characteristics of flat shoes, which are often worn barefoot," adding, "We took into account the preferences of the MZ generation, who do not wear shoes that are uncomfortable no matter how stylish or pretty they are." For quality control, all shoes are produced domestically.

Archive ABCK started as a project team that commercialized employees' ideas. After a beta launch in April last year, it received a better-than-expected response and was officially launched as a brand in August of the same year. A representative from Archive ABCK said, "Since the launch, the products quickly gained word-of-mouth on Instagram for combining cost-effectiveness and design, exceeding sales targets by about 180% (as of May)."

They also confirmed the possibility of overseas expansion. Manager Lim said, "We planned to open a pop-up store at Galeries Lafayette in Paris last May, but the contract was canceled just before signing due to the spread of COVID-19. However, it was encouraging to confirm the potential overseas," adding, "We plan to expand our business into overseas markets in the future."