Dae Lim started his apparel and lifestyle brand Sundae School based on a cheeky proposition: ‘What if God was Korean and smoked weed every day?’
Eight years later, that concept – a label that would showcase Lim’s rich Korean heritage with an ethos that was equal parts streetwear and stoner – has evolved into a cult New York-based e-commerce brand, known for its distinctly-styled relaxed-fit hoodies, chinos, batik bandanas and, yes, mochi edibles.
The opportunity to open a bricks-and-mortar store offered something more: to cater to Lim’s community. ‘I knew [the location] had to be Chinatown,’ Lim says. ‘The Asian American diaspora started here. We wanted to plant a stake in the ground where our roots are.’
He found the perfect spot in a compact, 450 sq ft storefront on Hester Street, once home to the studio of minimalist artist Sol LeWitt. Conveniently, Dae’s husband Nohar Agadi is an architect, who cut his teeth at Foster + Partners before starting his own studio, Nohar’s Ark.
Much like the garments and accessories Lim and his team design (‘We’ve aimed to distill the hanbok costume tradition in wearable, modern uniforms,’ he says), the flagship is sleek and pared back, with selective embellishments. In particular, Agadi chose to reference the Haeinsa temple in South Gyeongsang Province, South Korea, a Unesco World Heritage List site famous for its collection of Buddhist writings, in his design. At the temple, 80,000 texts are kept in a wooden shelf system, an element Abadu referenced when developing the store’s modular aluminum display system.
The open structure, kit-of-parts seamlessly incorporates screw-in hanging bars and racks. Depending on the use of the flexible space – playing host to a community gathering, launch, or the screening of a World Cup football match – this solution can be easily reconfigured. Above, a grid of light-strip fixtures, developed with lighting designer Frank Fabia, mimics the paper lantern canopies that cover traditional temple courtyards.
‘The interesting thing about [Korean temples’ spaces] is that they’re laid out to take visitors on a journey,’ Agadi explains. ‘A series of gates lead them from a secular into a spiritual and sacred world. Here, we're expressing this condition with a layering of different, carefully selected materials, helping people transition off of the street.’
While the room-within-a-room’s modular display system is made up of hyper-engineered aluminum components, the interior is wrapped in light pink (reminiscent of the Korean hibiscus flower) floor-to-ceiling curtains that also help to section off two changing rooms and conceal offices.
Lim, Agadi and consulting architect Andy Kim tapped Seoul-based talent Hyunhee Kim to create a series of custom artworks, based on Sundae School’s logo, a clever amalgam of the Korean national emblem emblazoned with the word tongbu (weed in Korean). The insignia carries through the shop on from a large backdrop panel to a custom display table. The same five-petal shape adorns frosted acrylic panes inserted within the shelving system.
Reinterpreted traditional Korean doors imbue the store with an additional layer of architectural resonance. They also help to conceptually welcome in customers and visitors – creating a new type of sacred space for Sundae School’s thriving community.
Sundae School is located at 117 Hester St, New York, NY 10002.