WGNB seek to redefine the “black” that has been pursued by PXG through the new term, “GRAPHITE”.Graphite is an isotope that is solely composed of carbon; it is pure and noble. Unlike diamonds, another isotope that diffuses light and shines, graphite merely reveals its own humble texture. Nonetheless the appearance of the heavy surface, graphite is smoothly rubbed and easily smudged out. 

In Gangnam, Seoul, WGNB translated these characteristics into the spatial language at PXG:Graphite, the first rebranded flagship store of PXG. WGNB incorporated buoyant masses. While the light heaviness generates spatial tension throughout the store, WGNB applied various achromatic finishes, which appears black, to highlight materiality, functionality and essence of the brand. Lastly, the unique feature of the material being easily smudged and transferred, WGNB envisioned the essence of the brand to be smudged to the customers and carried out further after visiting the space. 

An artwork exhibited at the entrance, , re-examines the intrinsic value of PXG, such as the brand’s specificity and functionality, in a color-deleted space, WGNB created. At the same time, the tension created by the paradoxical forms -heavy lightness- bestows a profound spatial experience. The artwork wishes the smudged essence are not only applied to the adjacent wall, but transcend beyond the space, leaving a stain throughout.