Header: Courtesy of Thom Browne
Thom Browne has added a new location to its portfolio of stores (even if only for a short period of time). They recently opened a pop-up store in Seongsu, Seoul, that only ran from September 27 to October 13. The space was named “The World of Grey” due to being fully wrapped in grey flannel, which is not surprising when one learns about Browne’s vision: a “grey beach.”
Visitors are met with a minimalist and reflective interior, mirrored walls, and sleek furniture, enhancing the brand’s recognizable grey theme. The store offers more than just clothing; it was the stage for several exhibitions centered around tailoring, craftsmanship, and artistic expression.
This pop-up presents a limited-edition capsule collection inspired by American mid-century surf and skate culture. Since this brand celebrates uniqueness, the store also offers a custom animal bag service, where customers can order leather accessories in animal shapes, which are interactive and different.
This store isn’t. However, the first one is owned by the brand in Seoul, and Browne already operates several permanent stores. The new pop-up served a very interesting purpose: strengthening Thom Browne’s connection with the South Korean market.
