H&M opens playful new fashion space in Seoul
H&M has opened a unique fashion space in South Korea in the city of Seoul.
Situated in the Seongsu district, one of Seoul’s most creative neighbourhoods, the store has been designed to go beyond shopping, inviting visitors to “play, explore, and connect” with fashion turned into a shared cultural experience.
Spanning three floors, the space brings together fashion, art, and innovation in a setting that reflects Seongsu’s industrial heritage.
H&M said each level offers fresh ways to experience style, featuring curated studio edits, immersive installations, interactive fitting areas, and digital touchpoints “to make exploration seamless and inspiring”.
The store also features a creative space on the top floor that will will host local talents, artists and creators.
Subscribe to TRBDaniel Ervér, chief executive of H&M Group, said: “The opening of this unique destination in Seongsu, Seoul, is a true milestone for H&M.
“With storytelling, a curated assortment and elevated interior features, this store is a space where fashion is playful, personal and connected to culture.”
The store offers a range of fashion-forward collections as well as exclusive pieces from H&M’s collaboration with Glenn Martens. It also offers H&M’s autumn “Asian Hub” Capsule, designed by H&M’s in-house Asian creative team and photographed in Seoul. This includes outerwear, sculptural tailoring and clothing with tactile textures.
