With the growing popularity of Korean beauty, music and style, Seoul is now one of the most popular destinations for new brands hoping to capitalise on this culture.

This month has seen the arrival of streetwear brands and a video game complex. Hoping to appeal to a younger generation, the retail designs for these spaces is edgy, industrial and futuristic, using graffiti, cars, collaborations and music to draw these crowds in.

Other stores have taken a decidedly more sophisticated tone, using luxury settings and self-care to promote not just products, but a lifestyle.

Get inspired by the latest trends in Seoul’s best new retail this month.

Image credit – Anti Social Social Club

Anti Social Social Club, Gangnam

Los Angeles streetwear brand Anti Social Social Club has launched a new physical store in Dosan.

The store juxtaposes industrial cement flooring with walls created from glass and white panels and pink poles. The space will also include a collection of vintage cars for visitors to explore.

Customers can find the brand’s latest collection of fashion products, including WWE and Assassin’s Creed collaborations, and an exclusive collection for the store, Chapter Dosan. New product launches are planned for each week.

The store opening was celebrated with an exhibition of archival collaborations and camping items, as well as a session exploring Korean fashion, with the founder and local artists.

Xiaomi, Yeouido

The IFC Mall saw the arrival of the Mi Store from electronic brand Xiaomi.

The brand has positioned the store to function as a hub for customers to explore the product range and test items for themselves. These will include Xiaomi phones and watches, kitchen appliances and lighting.

Other services will include sales support, free shipping and delivery, with a number of other activations planned for the future to immerse consumers in the brand.

The launch was celebrated with promotional giveaways, including free stands for laptops and phones and a panda soft toy with certain purchases. Customers who took part in activities in the store were able to enter a prize draw to win a car or Xiaomi products.

Image credit – PUBG

PUBG Seongsu

Gaming company Krafton created a new store dedicated to its battle royale game PUBG: Battlegrounds.

The new store is located in a factory that once sold military gear, which the brand had already used previously in the summer for a pop-up. The grounds include an outside courtyard that has been transformed into a skatepark, complete with graffiti, to capture the spirit of the game and appeal to young people.

The space also includes two blocks, Building A and Building B. Building A is an interactive space for experiences and gaming and includes three different floors. The Survivor Hall is an area for live events and exhibitions, while a boutique store has been designed to capture the fun of in-game loot, called The Loot Store.

The most impressive floor is the new Play Arena, a gaming lounge for PC gamers, designed with a futuristic aesthetic, where visitors can play games along with food and drinks with a PUBG theme.

Finally, gamers can enjoy DJ music sets and artwork in a gallery space in Building B. This space will also be where the brand hosts conferences and meetups.

Alo Yoga, Gangnam

Another arrival in Gangnam this month came courtesy of American athleisure brand Alo Yoga, which launched its first Asian flagship store in the Dosan Park area of Seoul.

The new store contains six floors and is designed to be a wellness centre rather than simply a retail store. Customers who visit the space will be able to take part in yoga classes and other activities in the dedicated yoga studio. For those looking for relaxation, the store also contains a lounge and rooftop area.

Alo Yoga initially grew in popularity thanks to its connection with Kendall Jenner and Hailey Bieber, but the brand has also been growing its presence in Korea by choosing Jin from BTS as one of its global ambassadors.

Jin attended the store opening, along with other celebrities, and took part in a photo shoot.

Image credit – Emirates

Emirates Travel Store, Jongno

International airline Emirates launched its latest travel store in one of Seoul’s business districts.

The space provides a way for customers to explore the brand’s range of travel products and services. The brand has chosen elegant nude tones and soft lighting to create a luxurious and refined atmosphere. The branding also incorporates the Ghaf Tree, nodding to the brand’s UAE roots.

Customers visiting the space can explore what Emirates’ first class private suite looks like and test it out for themselves. Additionally, they can receive advice and guidance on their flights from the brand’s team of staff.

A number of smart and interactive elements are available for customers to engage with, including an interactive mirror to take selfies, a kiosk to book flights and services, and a range of digital displays showcasing brand offers.