Baek: Where Art and Function Converge to Redefine the Retail Experience

In a vibrant corner of Seoul, the Polène boutique rises behind a softly undulating facade of beige stone that evokes a remarkably refined feminine sensibility. Baek conceived the space as an “architectural extension” of the brand — describing it as “almost the largest leather product Polène has ever made.” Every corner is designed to envelop the visitor: walls that flow like supple leather create a warmth that mirrors the brand’s aesthetic DNA with quiet precision.

The mind behind this elaborate design shows no signs of stopping at Korea’s borders. Following the success of the Seoul space, Baek has been commissioned to create Polène’s first outpost in the United Kingdom, on the storied stretch of Regent Street in London. His signature soft brutalism will fuse the brand’s identity with elements drawn from the local architectural heritage, paying homage to a distinctly British aesthetic. A brick wall fabricated from leather offcuts and a bespoke 230-kilogram table stand as testament to the exceptional artisanal command that Baek and his team bring to every project.

The Polène store designs reflect WGNB‘s meticulous commitment to craftsmanship and considered style. From the braided leather handrails — handcrafted by artisans of rare skill, their tactile quality a direct echo of the brand’s handbags — to the attention lavished on details as precise as the elevator core, every element reveals a devotion to both aesthetics and function.

Baek brings an equally innovative sensibility to the broader language of architectural design, refusing conventional formulas at every turn. In pursuit of spaces that feel genuinely singular, he has introduced multiple elliptical walls in place of a single central circular form, generating a rhythm that is at once organic and dynamic.

This approach extends well beyond the Polène commissions. At SVRN San Francisco, oxidized copper becomes a chromatic meditation on the passage of time — carrying the studio’s signature spirit to new heights.

Baek’s design philosophy rests on a carefully maintained equilibrium between the functional and the creative — a tension that sits at the heart of everything he produces. “A product must interact with the human being effectively,” he explains. “That is why it is essential to design with a playful mind, without ever losing sight of practicality.”

Polène is not simply building stores — it is creating experiences that challenge our very perception of luxury. With each new opening, the brand offers a window into a world where architecture and style are inseparable, ensuring that every visitor leaves transformed — not merely as a consumer, but as a connoisseur of art in all its forms.