H&M has opened a unique fashion space in Seongsu, one of Seoul’s most creative neighbourhoods. Designed to go beyond shopping, it invites people to play, explore, and connect – turning fashion into a shared cultural experience.
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H&M opens a playful new fashion space in Seoul, South Korea
Spanning three floors, the space brings together fashion, art, and innovation in a setting that reflects Seongsu’s industrial heritage and creative energy. Each level offers new ways to experience style, from curated studio edits and installations to digital touchpoints that make exploration seamless and inspiring.
The store showcases a curated selection of fashion-forward collections, alongside exclusive pieces from H&M’s collaboration with Glenn Martens. It also debuts the Fall “Asian Hub” Capsule, designed by H&M’s in-house Asian creative team and photographed in Seoul, highlighting clean outerwear, sculptural tailoring and tactile textures.
A top-floor creative space will host local talents, artists and creators, turning the store into an evolving cultural platform that celebrates Seoul’s dynamic rhythm.
The opening of this unique destination in Seongsu, Seoul, is a true milestone for H&M. With storytelling, a curated assortment and elevated interior features, this store is a space where fashion is playful, personal and connected to culture.
Daniel Ervér, CEO, H&M Group
Blending global design with local creativity, H&M’s Seongsu concept represents a new kind of fashion experience — one shaped by innovation, collaboration and the spirit of Seoul itself.
