The era when brands dictated taste is over. Today, individual lifestyles lead brands, and a single image of someone's living room can garner millions of views on Instagram. As cultural sociologist Sarah Thornton observed, taste is not merely a preference—it is a language that creates social hierarchies and an identity in itself. Most outlets still follow a 20th-century formula: stores lining both sides of a long corridor, endless hallways, exhausting circulation. Spaces that should enable the discovery of taste and the experience of lifestyle have been reduced to mere channels of consumption. We recognized this structural problem and reconsidered the outlet experience from the ground up.
Opening the Linear Street to Create a Plaza – The One Park
The solution is clear: expand the long street to 180m x 130m, creating a vast park at the center. The traditional linear structure (Street Type) of conventional outlets forces all visitors into identical circulation patterns—repetitive back-and-forth between shops lined in a row, complicated routes. This linear structure is dismantled, placing a park at the center. 180m x 130m. The Colosseum, Madison Square Garden, Piazza del Campo—these are the scales where humanity has spent its most joyful moments. A size where people gather, events unfold, and memories are made. The One Park becomes the new plaza and circulation hub of the outlet. Visitors no longer need to follow predetermined corridors. With the park as the center, they select their desired cube and freely compose their experience. The compulsion of linear circulation disappears, enabling intuitive and free choice.
Seven Lifestyles, Expanding Experiences
Seven independent cubes are arranged around the park: Sportainment1, Entertainment2, Outdoor Leisure3, Pet & Home & Garden4, Kids & Family5, Food Culture6, and Mobility & Future7. Each cube is a themed pavilion embodying contemporary lifestyles. This is not mere product categorization. It spatializes our belief that the combination of tastes creates a lifestyle. The seven cubes transform consumers into designers of their own lives. They select running shoes while jogging on the track, experience outdoor brands while climbing walls, and children create their own moments in the net playground.
Indoor experiences extend outdoors. Five gardens—Skate Plaza, Tiny Resort, Pet Garden, Kids Garden, and All Day Theme Garden—connect with the cubes, completing lifestyle experiences in nature. Sportainment's energy flows into Skate Plaza, while Outdoor Leisure's camping sensibility is fulfilled in Tiny Resort. Pet Garden extends life with companion animals, and Kids Garden serves as both a playground for children and a rest area for parents. All Day Theme Garden becomes a destination worth visiting even without shopping, from weddings to outdoor dining. Lifestyles that begin indoors naturally flow into nature. As the boundaries between shopping and nature, consumption and experience blur, visitors stay longer. This is "shopping with nature."
Beyond Consumption to Lifestyle Experience
7-SCAPE is designed as a stage where visitors discover and experience their own lifestyles. Each cube is a world, and within it, you try on, touch, and combine things, composing your taste in your own way. Fashion and food, exercise and childcare, hobbies and technology collide and merge in entirely new ways. Shopping becomes not a single activity but part of a lifestyle experience. The seven cubes form communities connected not by brands but by taste. People seeking the same cube share similar lifestyles and discover new tastes through chance encounters in the park.
An intuitive park-centered structure instead of complex circulation. Seven curated lifestyles instead of uniform shopping. 7-SCAPE proposes a new experience of shopping with nature. A place where taste resides and lifestyle begins. In this era where taste becomes power, the outlet must evolve into a space for discovering taste and experiencing lifestyle. 7-SCAPE is a proposal that realizes this belief in space.
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