Seoul continues to be one of the most exciting retail spaces in Asia, with brands flocking to the area for its technological, fashion and culture.

This month sees the arrival of a number of fashion brands, two of which have launched new cafes, demonstrating the enduring popularity of mixed retail spaces. Cafe spaces encourage customers to relax and linger within the store, and allow brands to partner with other companies and chefs to create bespoke menus.

Meanwhile, existing coffee brands are having to find new ways to compete for customers, with one brand this month trying coffee cocktails and a themed retail space.

AI and technology also make an appearance this month, with an AI themed experience tour going from city to city.

Take a look at Seoul’s best new stores for your retail inspiration.

 

Marine Serre Hannam House, Hannam

Luxury design brand Marine Serre has launched its first standalone boutique in Seoul.

The new store, named Marine Serre Hannam House, is located within a former house and has been designed by Sybarite, a London design studio. The store has a lavender exterior, with lighting underneath stairs and building sections to create a pink glow.

The designers took the brand’s moon logo and used that as inspiration for a lunar cycle themed interior. The space includes curved mirrors, crescent handles, circular windows, doors, and lighting. There are separate themed rooms, containing different collections.

The immersive space provides an impressive backdrop for the brand’s collection of womenswear, menswear, footwear, jewellery and accessories.

 

Intel pop-up, Gangnam

Intel, the technology company, has launched a new pop-up stopping at several major cities, including Seoul.

This is the only Asian city to be included in the pop-up tour for the Intel Experience Store, which is due to the country having an enthusiastic consumer market for AI products and technology.

The new store will showcase the brand’s range of AI PCs, which are equipped with the brand’s latest range of CPUs. Customers can visit the pop-up to test out a variety of computers and laptops, in partnership with major electronics brands such as HP, Samsung and LG.

The space will include zoned areas for three core categories of customer: gamers, creators and workers. Intel will also use the pop-up to provide an exclusive showcase of its latest CPU, Panther Lake, expected to launch in 2026.

Customers can also expect a range of promo activations with Korean partners, including Naver Shopping and Coupang.

 

H&M, Seongsu

Arriving in one of Seoul’s most dynamic areas is high street retail brand H&M.

H&M is moving more towards concept spaces and the space it has opened in Seoul is no different. Adopting a unique illuminated light box design, with opaque windows, it encourages customers to step inside if they want to view the products.

The store spans three floors and the brand sees the space as a way of drawing together innovative design, art and fashion, as an homage to Seongsu’s industrial background.

There are a number of installations within the store as well as digital elements to encourage customers to interact with the products and provide more personalisation. Customers can expect to find a number of curated collections, including new exclusive pieces from Glenn Martens.

The store will also be the location for the debut of the Asian Hub collection, which has been designed by H&M’s creative team focused on Asian fashion. The new collection emphasises tactile and sculptural elements with a minimalist theme.

The top floor is dedicated to creativity and will function as a hub to attract local artists and creators.

 

Le Cafe Louis Vuitton, Apgujeong

Luxury brand Louis Vuitton is continuing with its culinary concept stores, launching its latest Café Louis Vuitton in Seoul.

The cafe is located within the existing flagship store that the brand has in Seoul and has been designed to fuse Korean cooking and French style.

Led by Anthony Yoon, the store features an exciting menu of Parisian and Saint-Tropez dishes with Korean flavours, and has been developed in collaboration with pastry chef Maxime Frederic and Arnaud Donckele.

Customers can find a range of mouthwatering creations, including several signature Louis Vuitton dishes. There is the Louis Vuitton Signature salad, that has a dressing of yuzu, as well as Beef Monogram Mandus inspired by Korean dumplings. Other items that combine both France and Korea include the Korean Peach Charlotte.

 

Jangchung Lounge R, Jung-gu

A new coffee store from global brand Starbucks has launched in South Korea this month.

The new store is one of the brand’s Reserve concept stores, and is the first one to arrive in the country. The design of the store has a retro 1960s feel, with the brand using many of the existing structures in the building to add to the ambience.

The space contains a range of themed spaces, including a mixology bar, music room, garden and lounge.

Customers can find out more about the journey of the brand’s coffee beans via an augmented reality mural. They can also enjoy a range of coffee cocktails, such as a Bourbon Whiskey Cream Cold Brew and Espresso Martini.

Additionally, there will be food inspired by cocktails available, as well as a range of specialist merchandise, including crystal glasses in collaboration with Riedel, a premium bar brand.

 

Diesel, Hannam

Hannam also sees the arrival of a new flagship from fashion brand Diesel.

The store exterior features the brand’s iconic red colour, with the Diesel logo in huge lettering, emblazoned in glass. The interior continues this design-led approach, with a spiral staircase, angular furniture and concrete.

The space is home to both Diesel’s retail offering and its new Diesel Cafe. Customers will be able to find the brand’s range of denim, accessories and fashion. They can also personalise the denim they purchase at a special customisation space.

Diesel has created an exclusive Seoul collection that can only be purchased at the Hannam store, which includes caps, t-shirts, hoodies and with patchwork detailing.

The new Diesel cafe is a partnership with Korean coffee brand Anthracite Coffee, and the space includes a special concrete art installation.