Seoul‘s New H&M Store wraps Itself in a Wave of Translucent Light
H&M has unveiled a redesigned flagship store in Seoul, South Korea, distinguished by a striking, layered translucent facade that diffuses light and 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’s innovative design responds to the growing demand for experiential retail, where physical spaces are reimagined as platforms for self-expression and social media content. The translucent facade, described as “veil-like,” filters light and movement, while the interior incorporates localized cultural references and adaptable spaces for collaborations with korean influencers and creators. This approach signals 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 as a testbed for future H&M store designs,possibly influencing retail experiences globally.
The ground level features a closet area inspired by customary Hanbok fabric, introducing a moment of lightness, culminating in a large fabric installation whose airy folds soften the industrial frame and introduce a local cultural reference point. The top level shifts the emphasis toward personalization and creator-led styling. Under the theme ‘For You, By Me,’ SKYnoa transforms the floor into a content-ready environment where outfits selected by KOLs and local creators are displayed. A runway-like fitting room becomes the spatial anchor, its mirrored surfaces intensifying the sense of immersion and self-observation. Each area can be reconfigured for different creators or events, allowing the store to function as an ongoing content engine rather than a static retail layout.
