Elegance Woven in Time
In the shadow of Ulaanbaatar’s Parliament Building, where the pulse of Mongolia’s capital beats strongest, the Gobi Cashmere flagship store emerges as a symphony of heritage and modernity. Completed in 2018 after a meticulous two-year transformation, this 1,800-square-metre space occupies a revitalised 20th-century structure steps from Sükhbaatar Square. The project, initiated in 2016, reimagines luxury retail as a sensory homage to Mongolia’s nomadic legacy, where cashmere - the nation’s “soft gold” - takes centre stage.
The interior was conceived to highlight Gobi Cashmere’s products while ensuring flexibility for seasonal collections. Neutral tones—soft ivories, warm greys, and muted taupes—dominate the walls and floors, providing a calm backdrop that lets vibrant cashmere scarves, knitwear, and accessories stand out. Floors feature honed terrazzo with subtle veining, chosen for its durability and understated elegance, while ceilings incorporate discreet oxidised brass detailing that nods to traditional Mongolian metalwork without overwhelming the space.
Spanning two floors, the store is organised into distinct yet interconnected zones. The ground floor centres on a double-height atrium, where a skylight floods the space with natural light, enhancing the textures and colours of featured collections. Low-profile ashwood display units, designed with rounded edges for visual softness, are arranged to guide visitors intuitively through the space. A dedicated lounge area offers upholstered seating in neutral fabrics, encouraging customers to engage with products in a relaxed setting. Upstairs, a “collection library” uses modular shelving to showcase folded garments, allowing easy updates for new arrivals.
The project, initiated in 2017, faced logistical hurdles, including two changes in client management. Early concepts, which leaned toward ornate finishes, were streamlined to align with the brand’s shift toward minimalist luxury. The team’s ability to adapt ensured the final design stayed true to Gobi Cashmere’s core values: quality, authenticity, and reverence for craft.
Today, the store’s success lies in its quiet confidence. By avoiding overt decorative gestures, the design ensures cashmere remains the undisputed hero. Customers report an almost gallery-like experience, where products feel curated rather than merely displayed. The client’s satisfaction — coupled with industry recognition for innovative retail design — has cemented the project as a case study in balancing commercial needs with aesthetic restraint. In the heart of Ulaanbaatar, the Gobi Cashmere store proves that luxury need not be loud. Through thoughtful material choices, intuitive layouts, and disciplined editing, the interior lets the product, and the centuries-old craft it represents, speak for itself.