Header: Courtesy of H&M
H&M has just opened a major new location in Seoul, South Korea, and it’s not just a regular store. The brand has built a unique, three-floor fashion space in Seongsu, a neighborhood famous for its industrial past and current creative buzz. This new destination is described as H&M’s “most ambitious yet,” created as a place for people to play, explore, and connect with culture, rather than just shop.
A nod to industrial roots
The building, which covers 842 square meters, was designed to fit right into the Seongsu area. It takes its style cues from the neighborhood’s history as a factory hub. The design mixes H&M’s global identity with the raw, energetic feel of Seongsu.
Inside, the store has several “elevated interior features.” One of the most talked-about details is the set of fitting rooms, which were built to look like the backstage area of a fashion runway. This detail turns the simple act of trying on clothes into a more exciting experience.
Three floors of style and art
Each of the three levels offers a different way to experience fashion. The space is set up to show off clothing, art, and new technology all at once. As visitors move through the store, they will find specially chosen “studio edits” of clothing and various art installations. There are also digital touchpoints placed around the building to help people discover the collections in a new way.
Exclusive collections and a Seoul debut
This location stocks a special selection of H&M’s most fashion-forward collections. Shoppers can find exclusive pieces from the brand’s collaboration with designer Glenn Martens.
It is also the launch location for the new Fall “Asian Hub” Capsule. H&M’s in-house Asian creative team designed this special collection and was even photographed in Seoul. It focuses on clean outerwear, sculpted tailoring, and interesting, tactile textures.
A new hub for Seoul’s creatives
The entire top floor is a dedicated creative space. This area won’t be used for selling clothes but will instead host local talents, artists, and creators from Seoul. The plan is for the store to become an evolving cultural platform, holding local collaborations, exhibitions, and events throughout the year. This means there will always be something new and intriguing to see every time you visit.
“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.”
Daniel Ervér, CEO, H&M Group
It’s clear this Seongsu location is meant to reflect Seoul’s dynamic spirit, inviting customers to connect with fashion in a totally different way.
