The brand’s Asian footprint is growing through its first brick-and-mortar site in Seoul, South Korean and the store is apparently its largest anywhere in the world.
The new 300sq m unit is being launched in the city’s Garosu-gil area and will feature four floors of menswear, womenswear and accessories. At the heart of the store, there is a spiral staircase and mirror-decorated objects, whilst black, beige and white are the predominant colours running throughout the store.
“It’s a major step for us, given the importance of Korea in our business. But, it’s beyond numbers, because of Korea’s soft power,” CEO Nicolas Santi-Weil told Vogue Business. “We have been looking at the market since the beginning – they are trendsetters.”
The Ami Paris brand was founded 11 years ago by Alexandre Mattiussi with the idea of blurring the set lines of casual and chic for men and women.
