In contemporary interior design, there are projects that not only create a space, but build identities, defining the image of a brand. Korean design studio, Refynd Studio, is known for capturing the essence of their clients in a unique way. The retail store for luxury streetwear brand Thug Club is an excellent example of how Refynd Studio crafts interiors that reflect their clients.
The collaboration resulted in a space with a monumental and minimalist design, featuring an exterior facade of concrete and metal and an entrance of steel and glass. Inside, raw materials like concrete, wrought iron, and natural stone create visual continuity, while the lighting modulates the atmosphere. Sculptural and functional furnishings, along with a central metal counter, add a touch of brutalism, creating an environment that blends robustness with delicate lines.
This interview with Tasha Yoo, the project director, explores the creative process behind the Thug Club retail store. Furthermore it reveals how such a design can be achieved in an urban context. In fact, it shows how the team of Refynd Studio brought to life a space that not only embodies the brand’s identity, but also enhances it, creating a store that feels suspended between solemnity and medievalism.
What is the concept behind the “Thug Club” project?
Tasha Yoo –The concept for the “thug club” was very significant. The brand itself already has a strong identity and we try to bring out the story behind it. The owner of the Thug Club had a strong image of what the store wanted to be represented as a castle in the desert. His clothing design was inspired from the image of knights and for his store he picked Rick Owens and Chrome Hearts for the inspiration.
What were the main challenges you encountered during the realization of the project?
Tasha Yoo – The challenge was to create the facade to look like a desert in the middle of the city, and also to make the store castle like space with a solemn atmosphere that has a sense of weight. The brand is known to younger generations with a sense of freedom, however we wanted this place to be sacred for those who admire the brand.
Are there any anecdotes you would like to share about the creation of the flagship store?
Tasha Yoo – In Korea there are not that many brands with a strong distinctive identity, many people like to blend in rather than stand out, but Thug Club is already a worldwide brand. We wanted to create a space that can cause the scene to go worldwide but not be too intimidating. However the main entrance already was an issue. Creative design may cause practicality, but we wanted the heavy door of the castle to be presented as it is but in a different form, which we added the symbol of thug club with glass on the door.
What criteria did you use in selecting the materials for this project?
Tasha Yoo – We tried many different approaches. For the facade, we tried to add small details of the ancient architectures and the medieval period castles to complement the existing conditions of the building. A stairway leading to the castle and the top of the facade represents the entablature, while the columns between the windows with bases to bring out the significance of the ancient architecture. We also added actual medieval age wall lamps made with cast iron to bring out the sense of gothic style. We tried to gather small bits of cast iron made parts like door knobs, lights, to keep the sense of medieval time.
For the interior we used special painting which has a natural texture and for the flooring we use big slab tiles to match the sand color. When you push the heavy symbolic entrance door, you will face the heavy looking counter with huge round speakers on both sides. Which creates a sense of grandeur (some people thought it was a dj booth because of the speakers on the side). The counter is a miniature of the castle, which is a massive centerpiece and the round structure gives a feeling of a dungeon.
We used the lighting as the whole ceiling; it can be changed to many different colors, depending on the one of the lighting it can cause a different sense of the space, which can also feel like hell. The overall space uses natural color like the interior, except the lighting for the counter uses red to make it feel a bit terrifying solemnity.
For the furniture, we also made the clothing racks to look like a heavy weapon cabinet with small details like the rivet with symbols printed.
How did your background influence the realization of the project?
Tasha Yoo – I grew up traveling around the world, and I myself have my own distinctive style. The greatest strength I have is that I am not afraid to be different and I like to challenge myself to try new things, creative design can be practical at times.
What is your vision for the future of design?
Refynd Studio – We believe that designers exist to best express the requests of their clients. Therefore, we will continue to strive to present creative designs for any style of request that comes our way in the future. Our designs may be difficult to approach because they are original, but we will continue to take on challenging tasks to promote the identity of the brands.
