PARIS — Marine Serre is opening its first stand-alone boutique worldwide in Seoul, underlining the South Korean capital’s rising standing as a world vogue hub.
The French vogue model, recognized for its upcycled creations and progressive present codecs, has partnered with native vogue market Musinsa to open a brick-and-mortar location in a former non-public residence situated within the Hannam-dong neighborhood, recognized for its cool cafés, designer boutiques and modern artwork galleries.
Conceived in collaboration with U.Okay.-based design studio Sybarite, Marine Serre Hannam Home goals to upend conventional retail codes with a design that resembles a house and emphasizes non secular components.
“Simply because the crescent moon — Marine Serre’s emblem — embodies phases of renewal, the shop guides guests by way of 4 immersive levels that mirror initiation, anticipation, transformation and rebirth,” the model mentioned in an announcement shared completely with WWD.
A view of the Marine Serre Hannam Home retailer in Seoul.
Courtesy of Marine Serre
Stretching greater than 2,150 sq. ft, together with a backyard and terrace, the design of the situation blends wooden and metallic for a retro-futuristic aesthetic accentuated by the round glass entrance door, which leads guests to a wishing fountain set up that sends rippling reflections of sunshine throughout partitions and ceiling.
Extra options embody mirror-polished metal show items, velvet couches and wall sconces with 3D plaster casts, whereas altering rooms are draped in crimson velvet, echoing the set of Serre’s fall 2025 runway present.
The boutique will carry a full vary of girls’s and males’s ready-to-wear, leather-based items and equipment, along with some unique capsule collections. A small lounge opening onto the first-floor terrace affords a panoramic view of the town, inviting contemplation.
“Opening our very first boutique right here in Seoul is an extremely emotional milestone for me. Hannam Home is greater than a retailer — it’s a area to reside, to really feel, to regenerate. I imagined it as a house the place folks can step into our universe and expertise it with all their senses,” Serre mentioned.
A view of the Marine Serre Hannam Home retailer in Seoul.
Courtesy of Marine Serre
“To see this imaginative and prescient come to life in such a vibrant metropolis looks like a rebirth for the model, and I’m deeply grateful to share this second with our group,” she added.
For Sybarite, it meant engaged on a extra intimate scale after initiatives together with an SKP mall in Wuhan, China, and shops for manufacturers together with Alberta Ferretti, Ferrari and Marni.
“Initiatives like these remind us that design is usually a form of alchemy, made attainable solely by way of real partnership and a shared sense of objective,” mentioned Simon Mitchell, cofounder of Sybarite. “Collectively, we now have created an area that displays their world of spirituality and ritual — layered with gentle, texture and quiet depth.”
Luxurious manufacturers worldwide are ramping up their presence in South Korea because the nation exports its popular culture, often known as the Korean Wave or “Hallyu,” by way of Okay-pop teams, magnificence manufacturers, meals and in style movies and TV reveals just like the Netflix sequence “Squid Recreation.”
A view of the Marine Serre Hannam Home retailer in Seoul.
Courtesy of Marine Serre
