ADERERROR – Futuristic Fashion Brand from Seoul
Inside the ADER ERROR store
ADERERROR has been around for a while now – it’s a South Korean unisex brand launched in 2014 by a fashion collective or “crew” as they prefer to be called – a phrase quite commonly used on the local independent scene. As mentioned in an article about ADER on Farfetch, the members “come from all different backgrounds including architecture, food, interior design, consulting, fashion, trade and advertising.” The brand has been successful in expanding its global footprint through collaborations with PUMA Group, The Walt Disney Company, Zara, Converse, BIRKENSTOCK, Maison Kitsuné, many more, and more recently also Bang & Olufsen.
ADERERROR advertisement in Seoul’s Seongsu area
Since I decided to take a look around the Seongsu district last week, I made sure to locate their store as well. The photos I’ve seen online were very promising, but nothing prepared me for the actual experience. For a quite young fashion brand, these creators clearly know what they’re doing.
The blue truck blends in perfectly with the brand’s representative blue esthetic
And more blue traffic cones – branded, such cones are typically orange
The screen at the entrance of ADER ERROR’s Seongsu Space
EXPERIENCE-FOCUSED STORE DESIGN – I know this is a fashion brand store, but it felt like an art installation – the AR installation in the second space displaying the brand collaboration with Bang & Olufsen set the scene for the omnipresent science-fiction atmosphere
ADER ERROR & Bang & Olufsen collaboration in the first room
CLEARLY-DEFINED BRAND VISION – “We are fascinated with the relationship between man and machine. We believe that we can break through limitations and look beyond human territory by using technology” - this brand statement can be felt throughout the collection and store environment; technology is everywhere – but in a very fun and creative way
Seongsu Space entrance
The installation leading to the main space of the store
MULTI-SENSORY IMEMRSION – the sound of water from the spaceship installation, the different textures and neon colors deeper into the store transport the audience into a complete universe, independent from store surroundings
The spaceship-like installation has running water bubbling up
The sound of water feels relaxing and balances out other sensory input
The fitting rooms are designed in a fun way – with the curiously shaped doors invititing to explore
CREATIVE USE OF EVERY AVAILABLE SPACE – the fitting rooms are taken as an opportunity to extend the universe – one is a small, vintage sitting room where you can listen to the sound of thunder and the other one looks like a space ship cabin with a real bed in the background; then there’s the cash register placed in a separate room with a waterflow installed within the wall separating it from the rest of the space – and inside you are greeted with neon lights and furniture
The first fitting room is this curious space permeated with a vintage and othewordly vibe
The weird elements like the stone on the wall and storm bring to mind Stranger Things
The second fitting room brings to mind a space ship sleeping cabin
The furniture fits the outer-space atmosphere
The cash register is placed in a separate space, alive with colors
The counter looks like a piece of rock with visible layers from different periods
The table showcases the Bang & Olufsen collaboration
The crushed concrete floor and water installation in the windows add to the unique atmosphere
The shelf had moving elements, circulating beween the flat surfaces
A screen showcasing products, placed on an instllation
Glass, metal, concrete and even a furry rocket - the different textures are visually stimulating
PRODUCT SEAMLESSLY WOVEN INTO THE EXPERIENCE – the clothing racks are part of the installation, simple wires or bent metal walls and blue, white, and black dominate the collection
DIVERSE MODELS – The second floor hosts the Significant collection – the models are very diverse both in terms of age and ethnicity, a very welcome branding decision, especially from a brand born in a still predominantly homogeneous society
The brand has a few other locaitons in Seoul and I will definitely visit them – I’m curious whether the installations are similar or if the brand took the opportunity to further unleash their impressive creative potential.
