LONDON – British streetwear brand Palace is doubling down on the South Korean fashion scene with the opening of its third store in Seoul on Saturday.
The new 1,500-square-foot flagship is located on the first floor of Lotte World Mall in Songpa District, adjacent to Lotte World Tower, South Korea’s tallest building at 555 meters and 123 stories.
The location extends Palace’s strategy of turning each flagship into a site-specific “destination” that fuses skate culture with local architectural and cultural references.
Palace’s first Seoul flagship in Apgujeong, for example, interpreted a traditional Korean palace through the brand’s own lens with green carved wooden walls, marble podiums, stone benches, a giant bulldog statue and immersive installations.
More recently, the brand’s Hong Kong store in Causeway Bay took cues from Tai Kwun and the city’s neon legacy, and its first mainland China store in Shanghai’s Zhangyuan compound was a Yuyuan Garden–inspired build-out featuring LED columns and pavilion-like structures.
