AMAZINGCRE opens in Cheongdam: WGNB turns golf-swing axes into rails and two floors of displays

A golfwear store need not bring artificial turf and golf holes indoors. AMAZINGCRE opened its first flagship in Seoul’s Cheongdam on October 23, with WGNB’s Baek Jong-hwan translating swing axes into clothing rails, curves and viewing angles. At 11 Apgujeong-ro 60-gil, the two-story space combines product displays with VIP services. Beyond opening photographs, its interest lies in how a sporting idea becomes usable components within a shop.

A swing axis becomes both a form and a clothing rail

The official site describes the design as Shifting Axis: trajectories produced by different clubs serve as a starting point for making space rather than decorative graphics. The exterior is reduced to simple volumes, with large openings revealing the interior to the street instead of closed walls covered in advertising. Views in from both sides of the corner allow clothes and spatial depth to be seen before reaching the entrance.

Curves and inclined axes organize the first-floor displays, with elements crossing the space also functioning as rails rather than untouchable sculpture. Official design images show dark diagonal members with circular holes, fine metal crossbars and curved display platforms, set against a white floor and metallic-looking ceiling and walls. Rather than imitating a course with props, the design breaks rotation into lines, directions and changes in level, allowing garments to hang from the idea itself.

Video walls and the upstairs lounge establish different rhythms

The front of the second floor contains displays. The design description emphasizes multiple axes creating spatial depth, with segmented LED treatment making the apparatus for moving images itself appear dynamic. Unlike the first floor’s curves, the focus shifts to arrangement, division and extension. Clothing, golf bags, horizontal display surfaces and metal walls place golf equipment within an approach closer to a design-oriented store than racks packed along every wall.

The central staircase divides the second floor into front and rear, with a VIP lounge and private fitting spaces at the back. Official images show a cylindrical fitting area, curved black seating and a background with shifting colors, contrasting with the straighter display area. VIP customers can book private fittings and one-to-one styling consultations. These services have access conditions: a photograph containing sofas does not make the entire rear area a public rest stop for passersby.

What is available after opening, and what remains planned?

AMAZINGCRE attracted attention at the 2015 PGA Show with a driver featuring an air hole in the center of its head, before entering apparel in 2020. The brand treats the relationship between bodily movement and garment construction as a design direction, extending that thinking into the Cheongdam space. Future plans include seasonal previews, artist and brand collaborations, capsule collections, and signing or lesson events with sponsored golfers. Items without announced dates should not be treated as activities available every day.

The official store page lists weekday hours of 10:30–20:00 and weekend hours of 10:30–20:30, with telephone 02-2135-6672. Check directions using the address, and ask about appointments for VIP services. This article combines a brand-supplied exterior photograph with official spatial design visualizations. The visualizations are not our on-site photographs or a record of every furnishing and product displayed on a particular day. For travelers interested in retail design, the attraction goes beyond golf clothing to how clothing functions are translated into interior lines.