Sep 15, 2017 | By Daisy Schofield
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Taking our instinctual beginnings from Foresight S/S 13, Stylesight’s forecasters have refined our seasonal directions further into four distinct Megatrends that are driven by one overarching theme: East is the new West. South Korean-born store owner, Myung il Song has mastered this theme, and her directional, longstanding Vienna-based boutique, Song, is a perfect reflection of this trend.
Surprisingly still slightly under the international radar, Song’s eponymous location features the ABC’s (A.F. Vandevorst, Balenciaga, Comme des Garçons) of the craft-obsessed style sector, as well as an on point selection of young up-and-comers, like Tramando and Hartmann Nordenholz.
The store’s minimalist aesthetic—metallic fixtures, wooden racks and cold concrete flooring—was developed in collaboration with architect Gregor Eichinger using pre-war French industrial pieces. It’s an ideal setting for the rotating array of exhibitions and performances held at the in-store gallery, with work by artists like Gelitin, Jutta Koether, Pierre Leguillon and Ruth Laskey. In many ways Myung il Song considers the ever-growing space an extension of herself, an edit of the designers and pieces she likes to wear, in a space that she refers to as “like walking in my living room.” It’s this seamless approach that gives Song a natural, yet vibrant edge.
Praterstrasse 11-13, 1020 Vienna / +4315322858
Photos: Courtesy of Song
Video: Courtesy of Crane.tv
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