Lemaire has opened its first flagship store in Seoul, opting for the South Korean capital to make its retail debut in the Asian market.
Located in the Hannam district, the 230-square-metre boutique has opened inside a former private residence, in partnership with South Korean conglomerate Samsung.
The two-story Korean house built in the 1970s blends the Parisian label’s minimalism and style with local savoir-faire.
The boutique, the second store globally for the French brand, is surrounded by a lush garden, designed to complements the cozy interior; made up of beige hues, reminiscent of sand and wood.
The interiors also feature furniture designed by Enzo Mari and are produced using local wood, as well as abaca rugs and Dr Freud-style sofas. The store showcases the Lemaire’s Fall/Winter 2023 collection, alongside items from a collaboration with Italian leather goods brand Il Bussetto, exclusive to the Seoul store.
“The new boutique has a domestic feel that blurs the boundaries between home and store, in harmony with our collections, whose products aim to enrich everyday life,” said Christophe Lemaire and Sarah-Linh Tran, the label’s co-founders.
The Lemaire Seoul opening comes after the brand opened its debut store in Paris in March.
In the last two months, Seoul has attracted several luxury brands to its districts, particularly major fashion players popping up activations within the Korean capital to increase brand awareness and connection in the city.
In October, British luxury brand Burberry opened its ‘Burberry Streets’ initiative in Seoul, before French luxury brand Jacquemus took its Cafe Fleurs pop-up concept to the Asian city in November after a successful stint in Paris this year.