In Seoul, Studio EEUW Archiv designed the first flagship store for Neute, a brand whose name comes from the word “neutral.” The space explores the line between extremes, asking what happens when perfection meets its opposite.

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Neute’s philosophy avoids absolutes. Things are rarely flawless, and they are rarely entirely unfinished. Instead, the store celebrates the in-between — the gray area where most of life takes place.

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This idea shows up in the architecture as a single mass that cuts across the interior. It works like a border: dividing the room while also tying it together. Straight, perfect lines run into edges that feel incomplete. One pushes against the other, and that tension becomes the design language.

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The result is a space that doesn’t choose sides. It shows how balance can come from contrast, and how identity can be built from holding two opposing truths at once.