Kolon FnC Opens Multi-Flagship Store 'Eulji Darak'

[Asia Economy Reporter Yujin Cho] Kolon Industries FnC Division (hereinafter Kolon FnC) announced on the 16th that it has opened a multi-flagship store called ‘Eulji Darak’ in Euljiro, Seoul.

Eulji Darak is a multi-flagship store where you can see at a glance the five brands operated by Kolon FnC: Kolon Sport, Customellow, Series, Epigram, and LACORD. It offers not only product sales but also a cafe, exhibitions, and experiences, allowing customers to engage with the brands through all five senses.

Eulji Darak was planned based on the unique characteristics of the Euljiro area. Euljiro retains the look of Seoul from the 1960s and 70s, and as new retro-style cafes and restaurants have been opening, it has become known as ‘Hipjiro,’ attracting the millennial generation.

The Eulji Darak building itself preserves the original form of the existing building, which is over 20 years old. The signage was designed in neutral colors to blend with the surrounding atmosphere and commercial district. The interior and fixtures also utilize old wardrobes and wooden floors as they were. Since the alley is densely populated with industrial workshops, tools were also displayed to add to the natural ambiance unique to Euljiro.

The entire space is composed of the first and second floors. The first floor houses Epigram’s Almost Home cafe, renamed Eulji Dabang to match the Euljiro vibe. Here, in addition to selling Almost Home cafe goods such as eco bags, socks, and aprons, Eulji Darak’s exclusive drink menu features Daldal Coffee and Ssanghwa Milk Tea.

Daldal Coffee is a coffee shop-style coffee infused with the sentiment of Euljiro, served together with nostalgic snacks like Dalgona. Ssanghwa Milk Tea combines milk tea, Ssanghwa tea, and nuts, appealing not only to the younger generation but also to foreigners who enjoy Korean culture.

The second floor is divided into three rooms and a living room. Each room is named ‘Euljiro 3-ga,’ ‘Euljiro 4-ga,’ and ‘Euljiro 5-ga,’ and each is decorated by the brands Customellow, Kolon Sport, Series, and LACORD respectively.

Euljiro 3-ga is the first space you see when you come up to the second floor, featuring Customellow. It showcases artist collaboration products created in partnership with media artist Jung Yeon-doo and illustrator team Lahan, as well as the ‘Sad Smile’ line.

The adjacent room, Euljiro 4-ga, is completed by Kolon Sport under the theme of ‘Dad’s Closet.’ One corner is occupied by a wardrobe exhibiting heritage products from Kolon Sport from the 1970s to the 1990s, while another area offers a photo zone where customers can try on products and take pictures. The worn outfit is the 2020 Storage Vest, a reproduction of an 80s fishing vest.

Euljiro 5-ga is the space for Series. Series themed its space around Seoul Noir, shooting photo shoots around the Euljiro area to remember disappearing spaces. Through an exhibition of these photo shoots, Series further informs customers of its journey.

This spring and summer season, shirts and products from the living brand Puebco are also exhibited and sold. Meanwhile, in the living room, LACORD’s products include a jumper bag series upcycled from functional outerwear and accessories made from car seat materials.

All brand spaces provide QR codes so customers can purchase items directly from the online Kolon Mall.

The content of Eulji Darak will change irregularly. It will encompass various pop-up stores of Kolon FnC’s brands as well as exhibition spaces for communication with customers. It will also be linked with planned events on Kolon Mall, the company’s own online mall. By exposing content simultaneously online and offline, the plan is to connect offline customer experiences with online sales.

Han Kyung-ae, Executive Director of Kolon FnC, said, "We put great effort into the visual work so that visitors can feel the sensibility of Kolon FnC brands from the moment they visit Eulji Darak," adding, "It will become a representative space for Kolon FnC going forward."

This content was produced with the assistance of AI translation services.