The brand has unveiled a new 386sq m, two-storey boutique in the lively luxury shopping district of Cheongdam in Seoul.
The striking façade of the new store consists of beige marble stones and the brand’s logo in brass is luminous by day whilst being lit-up at night.
The first floor entrance ushers clients into the accessories universe where an inviting showcase of handbags lines the walls backed in the beige rose 3D motif or beige marble stones. Small leather goods, sunglasses and jewelries including the Chloé’s signature alphabet charms are also here. Mannequins are dressed in edited selection of ready-to-wear looks. Upstairs, on the second floor, the full collection is hung up on brass rails and sits alongside footwear in a laidback atmosphere that echoes Chloé’s sense of carefree ease.
Furnishings and décor express the Chloé vocabulary, mirroring the maison’s flagship boutique on avenue Montaigne which contrasts a light femininity with robust architectural details and an aura of raw, mineral materials. Vintage designer furniture adorns the second floor and the space includes a private VIP space to complete the boutique’s look.
