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In early 2009, Nautica signed a deal to launch their brand in Korea. Nautica engaged atelier design to develop a striking new retail concept for their very significant department store shop-in-shop roll out. As a lifestyle brand, it is crucial that all of Nautica's consumer touch points reinforce the brand DNA and core messages. atelier design studied the brand and its past concepts and the result was a fresh, updated execution of the Nautica image. AD truly respected the essence of the brand, but refined and elevated the fundamental elements through a clean, crisp, and modern interpretation. From the choice of materials to the reconfiguration of the wall units and fixture programs, the concept had evolved, yet was immediately recognizable and familiar.