Seoul‘s โขNew H&M Store โwrapsโ Itself in โคa Wave of โTranslucent Light
H&M has unveiled a redesigned flagship storeโค in Seoul, South โKorea, distinguished by a striking, layered โคtranslucent facade that diffuses light โand silhouettes, creating a dynamic visual experience. Designed by SKYnoa, the three-level space blends retail with content creation, aiming to engage a digitally-native consumer base.
The store’sโ innovative design responds โฃto the growing demand for experiential retail, where physical spaces are reimagined as platforms for self-expression and โคsocial media content. The translucent facade, โฃdescribed as “veil-like,” filters light and movement, while the โคinterior incorporates localized cultural references and adaptableโ spaces โขfor collaborations with korean influencers and creators. This approach โขsignals a broader industry trend of retailers investing in immersive environments to attract customers and foster brand loyalty in an increasingly competitive market. The Seoul location serves asโ a testbed for future H&M storeโข designs,possibly influencing retail experiences โคglobally.
The ground level featuresโ a closet area โคinspired by customary Hanbokโข fabric, introducing a moment of lightness, culminating inโข a large fabric installation whose airy foldsโค soften the industrial frame and introduce a โlocal culturalโ reference point. The top level shifts the emphasis toward personalization and โขcreator-ledโ styling. Under the theme ‘For You, โคBy Me,’ SKYnoa transforms the floor into a content-ready environmentโ where outfits selected by KOLs โand local creators are displayed. A runway-like fitting room becomes the spatial anchor, itsโข mirroredโฃ surfaces โคintensifyingโค the โsense of immersionโ and self-observation. Each area can be reconfigured for different โcreators or events, allowing the store toโ function as anโ ongoing content engineโ rather than a static retail layout.
