Photographing Nike Gangnam
I photographed Nike Gangnam, the largest Nike store in Korea, located in the Gangnam district of Seoul. The project approached the space from a documentary perspective, focusing on architecture, light, and material rather than branding alone. The store spans two floors and covers a large footprint. My aim was to observe how design elements shape movement and experience within the space.
Light and Spatial Design
A key visual element inside the store is the lighting installation designed by Will Craig of Discursive Form. The central chandelier stretches across the space and reflects Nike’s core sports: running, basketball, and football. While photographing this installation, I focused on how light interacts with surface and scale. The images show how technology and design work together without explanation or emphasis.
Documenting the Space
As a photographer based in Seoul, I often work at the intersection of architecture and daily use. At Nike Gangnam, the store’s façade and interior act as one continuous surface. The photographs document areas dedicated to running, football, basketball, sportswear, SB, and Jordan. Rather than isolating products, the images show how these sections connect within the overall layout.
Material and Sustainability
One of the defining materials inside the store is the wood flooring made from recycled boards from Korea University’s basketball court. This element became a quiet focal point during the shoot. By photographing these details, the work highlights how material choice carries meaning beyond appearance. Sustainability remains present through use rather than statement.
Art Within the Store
The store also features a mural by Yoon Hyup, inspired by Korean football culture. Alongside this, areas dedicated to women’s training add another layer to the space. Through photography, these elements appear as part of a wider visual system. Art, sport, and retail blend without hierarchy.
A Documentary Approach
Throughout the project, I kept the approach restrained and observational. Each image records how light, structure, and movement shape the store. Rather than constructing a narrative, the photographs allow the space to speak through form and use.
Looking Back
Photographing Nike Gangnam became an exercise in documenting scale and detail at the same time. The project reflects how architecture, design, and material come together in a commercial space. For me, it offered a chance to observe how a global brand translates its ideas into a physical environment within Seoul’s urban context.
