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Palace Launches Largest Flagship in Seoul

The company has opened its largest flagship store globally in Seoul, coinciding with the UK streetwear brand’s expansion across Asia.

Located in Apgujeong, a busy shopping destination for luxury and streetwear in the South Korean capital, the new Palace Seoul location spans 5,037sq ft of retail space across two floors.

Outside, the store is minimal with a white facade punctuated by 3D Palace logo. Inside, the interior riffs on a modern-day Korean-style palace, with carved-out green wooden walls, marble podiums for product display, stone benches, and a massive bulldog statue, as well as mirrored wall used as a display for skateboard decks, and audio-visual installations.

The Seoul store serves as the second location for Palace in Asia after Tokyo, and seventh worldwide. Today, the cult-brand also operates stores in London, New York and Los Angeles and boasts concessions insider Dover Street Market in London and Los Angeles.