The brand 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 230sq m boutique has opened inside a former private residence, in partnership with South Korean conglomerate Samsung. The two-storey 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 complement 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 Lemaire’s Fall/Winter 2023 collection, alongside items from their 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.
