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.

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.

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.

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.