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Kenzo's New Store in Seoul: A Showcase of a Continued Ethos of Revitalisation

By T: The New York Times Style Magazine Singapore

 
 

 

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Gone are the days where customers simply walk into a retail store to try on and purchase clothes they saw in a magazine. Today, customers are after experiences. And brands have responded by having in-store art installations and exhibitions, complementary F&B concepts, and interactive digital spaces. 

Kenzo’s new store in Cheongdam, Seoul is testament to that. Featuring a blue-coloured coated metal façade designed by NYC based designer Rafael de Cardenas, the store offers an eye-catching visual spectacle of vivid colours and delicate textures before one even steps in it. 

Dedicated to the brand’s collections for women and men, accessories, footwear and leather goods, the store is part of an all-immersive brand experience. The store also features the newest line for the brand, KENZO - La Collection Memento N°2, an ode to the house’s rich archives.

Upon moving through the store, the medley of materials and minerals such as concrete, white cement, mirrors and varying tones of marble unexpectedly merge together to create this singular and effortless KENZO shopping experience.

Built into monumental white niches, the racks and shelves illuminate the high and original architectural space, while geometric tiger rugs, sporadically placed over the stone flooring and colour coded for the different zones, add touches of brightness to compliment the men’s and women’s offering.

Offering a more engaging shopping experience, electronic screens punctuate the ground floor perspective from the entrance, providing extra digitalised space to present each season’s major themes via animation or specially considered fashion films.

Among the launch party’s esteemed guests were Kenzo’s Creative Directors Carol Lim and Humberto Leon, Korean actor and singer Seo Kang Joon, former Wonder Girls member Ahn Hee, and singer and actress BoA. 

Korean boyband iKON also performed at the after party “Kenzo loves Seoul” which was held on a party boat was to celebrate the launch.

 

Shop the La Collection Memento N°2 collection here.