Retail in Asia

In Shops

Off-White opens two Seoul stores


Off-White is continuing its aggressive market expansion with the launch of two more stores in Seoul.

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The new South Korean boutiques follow the Virgil Abloh-helmed brand’s recent opening in Macau and its flagship store debut in Mykonos, Greece.

Off-White also opened a Vancouver flagship in April this year, showing the Milan-based U.S. brand is focused on establishing its global retail network via physical stores in key cities.

Located in Seoul’s Cheondong, the standalone “Freestanding” Off-White store boasts the streetwear label’s signature black and white colour palette; with the label known for its play on the colour white and striped design.

The pure white floors and walls are punctuated with metal furniture and freestanding racks. Off-White’s latest campaign lights up the back wall, and offer an injection of colour into the store.

Like the Macau store, this outlet offers customers a wire couch to sit on while perusing the brand’s sneakers, apparel and accessories.

Dubbed “Hyundai Coex”, the second Seoul store to open is located in Samsungdong. With a striking all-over cobalt blue interior, the cool tones are warmed via wire tables and granite furniture.

The two new stores take Off-White’s store count in South Korea to four, joining its “Hyundai Main” and “Galleria East” locations in the capital, Seoul.

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In Asia-Pacific, Off-White boasts stores in Hong Kong, Sydney and Melbourne.

Virgil Abloh was this year named Louis Vuitton’s menswear designer and showcased his debut men’s collection for the brand in Paris in June. His remains at the helm of Off-White, a brand he founded as its creative director.